Why This is Our Last 🍃 Season 🍃

Another beautiful week has come and gone and we're in full warehouse move mode. (The perk here for you? We're running everything that won't be part of our go forward collection in a virtual warehouse sale, which went live last night.)

 

To be honest with you, I actually hate seeing our site on sale like this. As a human, I have a deep aversion to the "seasons" approach so prevalent in the fashion world. The idea that something is "in" for 4 weeks and then needs to be clearanced out to make room for "newness" actually makes me feel ill. 

 

Why? Because it's the literal opposite approach to sustainability. Everybody talks about the down side of fast fashion but - and I hate to say it - even our brand has been subject to this kind of thinking. The idea of "fast" is defined by in and out, a focus on newness, and lots of clearance. When you actually sit down and consider human hours required to bring new products and new colours to market, the physical resources involved in creating these products, and the carbon impact of things we own have this "short shelf life", it will make you feel a bit sick too.

 

We have spent the last 6 months reconsidering what it means to be mini mioche. To me, this brand is all about the best quality, elevated, sustainably made baby and kids basics - not trending items that go on clearance within a couple of weeks, not things that cut corners on planet impact. It's about items so timeless, so beautiful, and so well made that they are as relevant today as they were in 2008 when the brand was born.

 

 

This season - with its introduction of river, grape juice, and boysenberry- will be the last time we introduce colour only intended to live for a single season. Thyme - a stunningly beautiful neutral green - will live on in our collection year round, alongside other colour favourites such as vintage plum and blossom and sky and navy. We have done the work to review our entire collection and define what "core" styles mean to us - and anything you are seeing in the warehouse sale is either a colour or a style that won't be carried in perpetuity. When we introduce new styles and colours, going forward, it will done with deep intentionality, refusal to drive fast fashion thinking, and a promise to minimize impact on this planet.

 

It's going to take some time for us to rebuild to this new way of thinking about our brand - and how everyone thinks about it - but we feel very strongly that this is the future, not just for our brand but for future-thinking business. First off, we're applying focus, which will naturally help us to be truly great at the things we're focused on. Secondly, that focus is being applied to timelessness, meaning being universally in stock in those carefully selected classic styles will be our raison d'être. From a customer perspective, this means you'll never again be disappointed to discover that your favourite tee is out of stock, in any colour that we determine to be core. 🙏 From a planet perspective, you can deeply believe that this brand is completed directed by the tenets of being truly planet-positive.

 

While we rework our focus and think about the product we bring into the world, we invite you to get the items in our warehouse sale for the last time. Former core styles and wnter seasonal colours are 50% off and collections moving into sunset are up to 80% off.