It’s time for another Little Black Book spotlight! Minna created her online boutique in 2017 when she wanted to simplify her and her families life with good quality essentials for her daughter. She works together with a lot of great independent companies from Canada and all over the world to bring these essentials to all of your families! Welcome When We Wear Young to our Little Black Book family!
How did you come up with the name When We Wear Young?
Things were simpler when we were young weren’t they? I think every generation thinks this of their childhood. Even childrens clothing got complicated with a lot of slogans and gender specific styles and colours!
My friend Chris came up with the play on words as a connection to our past and bringing clothing back to the simplicity of childhood.
What made you want to open an online children’s boutique?
when we wear young was born after I found it difficult to find good quality basics for our daughter. After a lot of research (mostly during middle of the night nursing sessions) I finally found some great basics from some amazing brands. I wanted to make the search easier for other parents out there looking for the same thing!
Tell us a little bit about yourself!
My name is Minna and I grew up in a minimalist house in the woods which reflects my Finnish roots. I was free to roam outside with my sister, we ate food from the garden and our clothes were functional and well designed to play all day. I refused to wear dresses and even rejected wearing jeans as they were uncomfortable! My strong fashion preferences lead me to study Fashion at Ryerson University which then got me jobs in buying, wholesale and product development. I was fortunate to live in Toronto, Montreal and London, England. Travelling was also a huge part of the job and at the height of my career I travelled over 12 times a year to some amazing fashion cities! I now live in Montreal with my husband, Jonathan, our daughter Alice and our yorkie Whiski.
Tell us about one of your top sellers.
Our top seller by far are the Grow-with-Me overalls from Kid’s Stuff. These overalls are brilliantly designed to fit ages 1 to 4 years old by folding up or down the pant hems and adjusting the straps. Made out of super soft bamboo and made in Montreal! We love to support local Canadian brands that are changing the way we dress our kids. There is currently a movement of well made, well designed, simple and modern and ethically made clothing in Canada for kids. Let’s lead the way!
What do you want your customers to know?
Every brand has been tried a tested by my daughter Alice as I wanted to ensure that everything we sell is well made and that doesn’t stretch out when washed and worn!
We are also conscious of the waste when it comes to sending out our orders so each order is shipped in a reusable cotton bag to minimize the amount of waste. The bags have a tic-tac-toe grid that can also be used to play on! We suggest using goldfish and cheese squares as x’s and o’s!
Would you say your brand portrays a certain style?
I would say that our style is minimal while still being interesting and modern. Many of the pieces we carry I wish I could own for myself!
What makes your brand unique?
Most of the items in the shop can be mixed and matched so it is easy to put together a capsule wardrobe! I believe that if you simplify your little one’s closet to just a few good quality essentials: there is just a little less chaos each day. Plus, if your partner has less of a fashion sense and can’t put an outfit together then they can’t go wrong!
What is it like being an entrepreneurial mom?
It is nice to have a flexible schedule where I can take care of our daughter, take care of the house and take care of the business where needed. Each day is different, some days it might be more mommy duty with doctor appointments, daycare outings and others might be batch cooking for the week so that I can concentrate on the business the rest of the week. The only thing that is constant is going out to get a coffee, I’m a coffee addict and it’s my treat each day. It also keeps me sane to speak to people as working from home can be isolating! I also get to pick up Alice early from daycare around 3:30 so that I can spend some quality time with her and then get back to work after bed time.
My husband has been really supportive and encourages me to follow my dream!
What is your favourite motivational quote?
“It’s no use going back to yesterday, because I was a different person then.” Lewis Carroll, Alice in Wonderland
Why have you chosen these specific independent brands for your shop?
I work with independent brands from Canada but also other places such as Norway, Denmark, UK, Netherlands, Australia. All the brands we carry pride themselves on using the best quality materials, with a focus on simple but fashionable designs.
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