Where It All Began

I’ve always loved fashion. In high school, I entered sewing competitions and dragged Mum to every fabric store I could find. (She DID NOT love it.) I was a creative kid who couldn’t care less about maths or science — ironic, because sewing is all about precision and problem-solving.

Watching my parents build their own business from scratch inspired me. Their drive and resilience stuck with me, as did the idea that one day, I’d do the same. But self-doubt was always there. What if no one likes what I make? What if no one buys it? I’ve worked for some of New Zealand’s top designers and big chain stores in buying and production. It hasn’t been easy - anxiety, imposter syndrome, and late-night “should I really be doing this?” moments were and still are, all part of the journey. After years in fashion, I fell in love with creativity and fell out of love with the industry’s waste, shortcuts, and forgotten people.

Eddie Changed Everything

Then came Eddie. Everything shifted.

When he was just a few months old, I realised the dream I’d been sitting on, starting my own brand — couldn’t be ignored. I had to take the risk.

During pregnancy, I wandered through baby boutiques: pink frills for girls, diggers and dinosaurs for boys, or the same uninspired beige everywhere. After Eddie was born, I picked up a jumper that looked cute folded — only to find a giant polyester dinosaur on the front. I thought, there has to be something better.

I wanted sustainable kidswear that was beautiful, well-made, and imaginative. Clothes that could handle real childhood but still feel special. Everything I found was either disposable or uninspired. I wanted something different: something with heart, curiosity, and creativity.

Building Creative and Responsible Kids Fashion

Scroll Instagram and you’ll see plenty of children’s clothing labels. But many repeat the same designs, printed tees, and slogans. Many outsource design entirely. That’s fine, but I wanted to be involved in every step, from the first sketch to the finished garment.

I wanted ethically made children’s clothing that lets kids be kids - free, bold, and a little wild - while respecting the people and planet that make them possible. Clothes that feel good, look good, and give kids quiet confidence.

Craft, Care, and Collaboration

We work with skilled artisans in India and China. Their embroidery, printing techniques, and craftsmanship bring each idea to life. Seeing a concept become a finished piece - from pattern to perfectly straight stitch, is deeply satisfying.

Sustainability is ongoing and honest. We’re working toward certifications, but change shouldn’t require impossible budgets or giant minimums. It should be accessible to everyone in the children’s clothing industry and the fashion industry in general. This is a journey we are committed to sharing as we grow.

Our Heart

A Kid Called Ed was born from frustration, love, and a belief that better is possible.

It’s about curiosity, creativity, and clothes that invite both. It’s about slowing down, choosing intentionally, and celebrating childhood: muddy knees, wild imaginations, and big ideas.

This is just the beginning. The heart of it will never change: to make pieces kids love to wear, parents feel proud to buy, and the world doesn’t pay the price for.

Welcome to A Kid Called Ed, made for mischief.

Loved what you’ve seen so far? Our caps are just the beginning. The rest of the collection is on its way, and it’s full of pieces that kids will actually want to wear (and parents will love too).

Sign up to our emails and be the first to know when it drops — trust us, you won’t want to miss it.

Want to see how we make it all happen? Check out our Responsibility page and see how we do childhood-friendly, planet-friendly, seriously cool kidswear.