Are you an Indikidual? Playful, silly, expressive and super stylish...we are bananas for this new collection. We think you will be too. Check out the new kid on the block.
WHAT INSPIRED YOU TO CREATE INDIKIDUAL?
My daughter Minnie, she's so funny, she's only 21 months but already has a wicked sense of humor. When she was born, it just didn't seem right dressing her in your bog standard baby clothes. She needed something to reflect her funny little personality and that is how indikidual was created!
WHAT IS THE STORY BEHIND THE NAME?
My partner came up with it. I love it because it encapsulates everything we stand for in one word. Plus since it is a made up word so we automatically come first in any web search!
WHEN WILL THE COLLECTION LAUNCH?
We will launch online in June, then the collection will be available in a select amount of stores from July onwards.
HOW WOULD YOU DESCRIBE THE VIBE OF THE COLLECTION/BRAND?
The idea for the collection was to create a capsule wardrobe designed for mixing and matching, so you can create different vibes to match your individual style.
WHAT IS YOUR FAVORITE PIECE FROM THE COLLECTION?
It has got to be the banana print all in one. I dress Minnie in it all the time. She has the legs rolled up with stripy tights under to give a B. Girl look!
WHAT SHOULD OUR READERS/CLIENTS KNOW ABOUT INDIKIDUAL THAT MAKES IT SPECIAL?
One thing I am very passionate about is being ecological. All jersey pieces in the range are 100% organic cotton and all fabric dying is done at a GOST-approved mill. The other special thing is that each piece in the collection is named after a little indikiduals nickname, we have 'T-unit', 'Pip', 'Bubsy' and my all time favourite 'Nodgers'.
WHERE DO YOU LIVE?
At the moment, we live in North West London but constantly toy with the idea of moving back to Sweden. It is difficult when you have family in two countries!
IF WE WERE VISITING YOUR NEIGHBORHOOD, WHAT WOULD BE ON YOUR LIST FOR US TO SEE/DO/EAT/SHOP?
Definitely a visit to Chamberlayne Road. Amongst the independent delis and cafes, you will find 'Kidsen' a great Swedish kidswear shop (who will be stocking indikidual!), 'Supra' a lovely clothes shop who also sells the odd Donna Wilson homeware piece and my favourite pub, 'The Chamberlayne'. They do the best food plus its great for people watching. Just down the road is Queens Park, where kids can enjoy the huge sand pit, a petting zoo and a lido, and parents can enjoy the cafe!
BEST BUSINESS ADVICE YOU RECEIVED?
To follow your instinct, I can't remember who advised this but it seems to always work! Indikidual is about keeping a playful attitude. We try to apply this to business as well.
WHAT DID YOU DO BEFORE YOU STARTED INDIKIDUAL?
I was a children's wear buyer so not too dissimilar to what I do now. The only real difference is I can be flexible with my working hours which means more fun time with Minnie!
WHO IS YOUR BIGGEST SOURCE OF INSPIRATION?
Its got to be my Nanna. She had a real 'get on with it' attitude and an amazing ability to have fun at all times!
FIVE THINGS YOU CAN'T LIVE WITHOUT
My morning cup of English tea, I struggled when I lived in Sweden where everyone loves coffee! Holidays, being half Jamaican I need to see the sun occasionally. My friends and family, a source of constant drama! Chocolate, I'm addicted. My bed, I don't spend nearly enough time in it, I need more sleep!
Three Kisses Chelsea, Rachel and Diana