THE LITTLE THINGS
It is back to school season. If you’re looking for some fresh clothes for the young ones in your life, stylist and mother of one (with another on the way) Zeenat Wilkinson shares a few of her favourite local brands to know about.
At eight months pregnant, finding cool loca l ki ds’ clothing brands is one of the activities that is currently bringing me lots of joy through all the third trimester discomfort and my diminishing socia lc alendar. In the past few years I’ve seen an influx of local children’s clothing brands for every age popping up on my Instagram feed. Some of it ha s en ded up in my saved/to buy folder and my toddler’s growing wardrobe. I am currently justifying these purchases for my 2-yearold with another one en route, but some of it has also made great presents and been passed on to friends.
Our loca l br ands a rep acked with cool designs, unisex aesthetics and longevity with high-quality fabrics (even after soaking it for three days straight in stain removers).
Well-made, high-quality clothing tha tw as once enjoyed by your little ones can eventually get passed on to other mothers – but they are so much more than hand-me-downs, they a reg athered moments and memories with a promise of new ones. Here are some ofmyf avourite brands to build forever memories with.
SONNIE STORE
Friends-turned-founders Eloise Shanahan an dA lly Munro launched Sonnie Store to fill the gap for quality wardrobe staples they couldn’t easily find for their boys. Quality fabrics ,d urable and 100% Gots-certified organic cotton. Expect tracksuits, T-shirts, shorts, hoodies, sweatshirts and more for boys and girls. Ages: 1-11 years, sonniestore.com
TINY DANCERS WELLINGTON
Founded by Nozomi Sakum ad uring lockdowns in 2020, in her studio in Wellington, this is a small, independent baby, kids’ and women’s clothing brand with cool Japanese-inspired styles and quality fabrics and prints. Every item is mad etoor der.
Ages: 6 months-11 years (as well as women’s sizing) tinydancerwellington.co.nz
NONI
Co-founded by Bipoc mums and sisters Neh aa nd Namrata Walia in Auckland, inspired by their little ones. Noni is all about minimal prints an dd esigns that are perfect for making memories. The dino print from the new season is my persona lf avourite.
Ages: 3 months-5 years, noniandco.co.nz
BEL & BOW
If you’ve been looking for nostalgic 80s stripes, jumpsuits, prints and summer knits ,B el& Bow is the right shop for you. Their designs remind me of my own wardrobe while growing up. Classic. Ages: 6 months-6 years, bellandbow.com
MINIMALO STORE
The cutest vintage shop for (mostly denim) mini-sized classics. Carefully sourced in Tokyo from brands such as New Balance, Levi’s, Oshkosh, Patagoni aa nd more. minimalostore.com
NATURE BABY
A widely-loved New Zealand brand here and overseas. Founded in 1998 with sustainable and natural products at the forefront and is now a household name for most Kiwi families. Ages: newborn-6 years, naturebaby.co.nz
BABU
A grea tpl ace to shop if you’re looking for quality basics such as merino/cotton onesies, towels, bedding and more for your little ones. Babu’s founder A lih as a background in wound-care nursing and quality fabrics has been her focus from the get go.
Ages: newborn-5 years, babu.co.nz