I'll be upfront: I did not set out to start a children's clothing brand. I set out to find one that already existed.
I was a mum of three, working part-time, and absolutely exhausted by the process of buying basics for my kids. Everything was either overpriced and precious, or cheap and falling apart after three washes. The ethical stuff was often only available in adult-neutral tones that looked sad. The fun stuff was full of synthetic fabrics I didn't feel great about.
I just wanted: good quality, soft fabric, a fair price, and something that wasn't trying to tell me what gender my kid was.
Simple, right?
Turns out, not that simple
I spent the better part of a year sourcing fabrics, speaking with manufacturers, and learning more about ethical supply chains than I ever expected to. It was overwhelming. I second-guessed myself constantly.
But I kept coming back to the same thing: if I was struggling to find this, other parents were too. And that felt like enough of a reason to keep going.
Here we are
Cubs Closet launched quietly in 2024 with a small range of basics. Since then we've been featured in Kiddo Magazine and Mum Central, and honestly — the thing that means the most is the messages from parents who feel the same way I did.
You just want something good, that lasts, that you feel okay about buying. That's what we're here for.
— Nic x