Mooi Kind (moy kint) started off as an idea for Adam King in Autumn 2014. Having become parents for the first time, Adam and his wife were left with the task of clothing their newborn. Like most parents, they scoured stores and websites for the cutest outfits they could find. However, unlike many parents, they weren’t happy with the hyper-gender-specific options found at many of the retailers they visited. They didn’t want to push sports, lions, tigers, and bears (Oh, my!) on their son. They didn’t want to push rhinestones, tiaras, tutus, and tulle on a girl. And, what if they had another child of a different gender next? Would they have to buy all new clothes? That’s when Adam, having worked and designed in the fashion industry for all of his adult life, came up with the idea to make clothes for their first born (a son). When people saw the clothes their son wore, they asked where they came from, and if they could buy some, too. From there, Adam realized he could use his skills and background to create something for the public to buy. And that’s when Mooi Kind was born (pun intended—but only if you think it’s clever).
The aesthetic of Mooi Kind (translated from Dutch and Afrikaans and means “beautiful child”) is to create clothing and accessories that anyone could pick up and want to put on the child in their lives—regardless of gender. We took into account how infants and toddlers move, but also how the adults in their lives interacted with them. This lead us to make everything a little longer, and a bit more ruggedly constructed. What we created is heavy on utility and quality, while keeping style and “cuteness” in mind.
Mooi Kind: Giving kids the chance to define themselves.