When I became a parent, I never expected kids’ clothing to become such a source of stress - and conviction.

Suddenly, my little guy was getting new clothes at a dizzying pace. Growth spurts seemed to arrive overnight. Onesies stained. Pants torn. I was always replacing something. And as a new mum, I wanted what every parent wants: clothes that were safe, soft, and durable enough to keep up.

But what was available? A sea of fast fashion. Cheaply made, questionably sourced, and often filled with synthetic materials I couldn’t pronounce. And, beyond the labels, there was the bigger picture: landfills overflowing with discarded kids’ clothes, factory workers underpaid and overworked, and a cycle of overconsumption we’d come to accept as “normal.”

That’s when I started asking harder questions.

What Are We Really Dressing Our Kids In?

When we're all so busy, it can be challenging to think once much less twice about what our kids wear day-to-day. We just want it to be cute, practical, and durable. But when I learned that many conventional baby and kids’ clothes are made with toxic dyes, petroleum-based fabrics, and chemical finishes, it stopped me in my tracks.

I didn’t want my precious little guy's skin - so sensitive and still developing - to be the testing ground for harsh chemicals. I also didn’t want to keep supporting an industry that profits off disposability.

Less, But Better

That's the thing about mini mioche. We aren't just another kids’ clothing brand. We wanted to reimagine how we think about kids’ clothing.

What if instead of buying ten low quality pieces every season (that, ahem, last only a season), you had four or five new go-to basics that lasted through growth spurts, rough play, and hand-me-downs?

What if you knew - without a doubt - that every piece your child wore was non-toxic, ethically made, and built to last?

What if their pieces lasted two years, and could be handed down kid after kid after kid and still be beautiful, comfortable, and wearable?

What if less really could be more?

Slowing Down Childhood

We live in a culture that’s always rushing. But I believe childhood should be slow. Unhurried. Intentional. Ease in the schedule. Lots of time for imagination and play.

That belief carries over into how I design for mini mioche: timeless silhouettes, natural fabrics, and colours that feel calm and grounded. Nothing flashy. Nothing wasteful. Nothing scratchy or tight or uncomfortable. Just really good clothing that lets kids be kids.

It’s not about perfection - it’s about progress. As a mum and stepmum to five amazing humans, I still buy used. I still pass things down kid after kid after kid. I still get stains I can’t remove and have to dispose of those pieces.

But I try to make better choices where I can - and I am building a business that supports other parents doing the same.

A Gentle Rebellion

Choosing slow fashion in a fast fashion world can feel a little rebellious. It means saying no to overproduction, to harmful chemicals, to styles that are trendy for five minutes and trashed the next. It means choosing quality over quantity - especially for the little people who matter the most to us.

At mini mioche, we’re building a community of families who care. Who ask questions. Who believe in better.

If that sounds like you, you’re in the right place.

Let’s raise our kids differently.
Jacquelyn Corbett, CEO