Q&A WITH / EMILY OF MINI X STYLE
WHERE IS YOUR BRA N D BA SE D ? MINI X is a California
collect all my imagery together as it’s easy to see everything together
based brand. Everything we make is produced and printed by hand
on a page. I collaborate with my print designer friend in London to
in Los Angeles. We work with a team of small clothing manufacturers
make the prints. We narrow down the influences that we think will work
so everything is made with love and attention to detail. We recently
well for kids’ fashion as well as the base colors and the themes that will
moved to San Francisco so I design everything from here with plenty of
work well as prints on our garment styles. She is great at the technical
trips back to LA to oversee manufacturing, Pop Up’s and to shoot our
side, so she creates the artworks ready for screen.
lookbooks.
D O Y O U H AVE AN Y C H I L D R EN ? I F S O , WH AT AR E
WILL YOU TELL U S A BO U T H O W M IN I X ST Y L E
T H EI R AG ES ? We have two daughters, Aura will be three in
BEGAN AND WH AT YO U R V ISIO N IS F O R THE B R AN D ?
September and Zephyr will be one, also in September. They are
We always planned to launch our own line and while running the
absolute little rock stars!
MINI X store we soon formed a vision for the brand. Our customers
were spending most of the year waiting for new styles to arrive so we
WH AT D O ES A T Y P I C AL D AY L O O K L I K E F OR YOU
wanted to offer something different that could meet their demand.
B AL AN C I N G WO R K AN D H O ME L I FE? Right now it’s not
The MINI X brand features pop and playful prints alongside designer
the most glamorous, and it’s pretty jam-packed. I think that’s the reality
collaborations that drop all year round. The direct online business model
of starting a business and having a young family! I begin my day by
allows MINI X to launch limited edition collections all year round, keeping
having breakfast with my kids, hanging out and reading stories. The
kids and their Instagram-loving parents inspired between seasons.
time I have with them is precious, and I savor every moment. It’s very
hard to find a balance and not feel as though you are neglecting your
WE ARE S O EX C ITE D A BO U T YO U R RE C E N T LY
business or children. Once the babes are asleep, it’s time to work
LAUNCHED COL L E C TIO N ! W H AT IS TH E IN S P I R AT I O N
again. Then I crash around 11 p.m.!
BEHIND IT? The concept is about inspiring kids with fresh ideas
and to have fun with print and collabs throughout the year. Our
H O W WO U L D Y O U D ES C R I B E T H E S T Y LE OF YOUR
prints are pop and playful, so i think the MINI X kid reflects that idea.
H O ME I F WE WER E T O VI S I T ? Our interior style is quite
Imaginative, expressive, creative and individual. My hope is that our
eclectic. Coming from the U.K., I can’t get enough of the modern
clothes encourage kids to stand out from the crowd and be confident
Californian aesthetic—but I’m also influenced by pop culture and
in their own selves.
bold colors, so you can see hints of those throughout our house. It’s
DO YOU HAVE A FAV O RITE PIE C E ? The all over Cacti
important to me to create good energy in our home. In the evenings
Leggings are so fun and all the pop colors make them easy to style
I often have work to do, so I need my surroundings to be calm and
with other layering pieces. I also love the Graphic Sweatshirt; that piece
creative. I can’t help but collect curiosities, so our living space is filled
was quite complex to make and I feel proud that it came out so well in
with candles, crystals and cacti.
our first production. Everything from the Dallas Clayton collab is also a
treat. His illustrations and the colors turned out amazing!
D O Y O U H AVE AN Y U P C O MI N G P R O J EC T S THAT
Y O U C AN S H AR E WI T H U S ? We are launching a very exciting
WILL YOU TELL U S A BO U T YO U R D E SIGN P R O C ES S ?
collaboration with artist, Dallas Clayton. His kids books are a big deal
My background is Creative Direction for fashion, so I am always on the
in our house. He is a local LA superhero so we are pretty pumped
hunt for what’s next and obsessing over the zeitgeist. There is always a
to be working with him. The collection is all about ‘getting lost’ with
theme in my head that grows as I pull references. I use pinterest to
rainbows, stars and an iconic slogan tee.
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