Introducing MINI X: Prints That Pop | Mom Lifestyle Blogs & Websites |

Introducing MINI X: Prints That Pop

If you're looking for graphic prints and clothes with attitude, MINI X is your new go-to brand...

Founded by LA-based mother of two Emily Wassall (ex-Net-A-Porter) and her business partner Fran Hazeldine who has previously worked for such brands as Burberry and Google, the direct online business model allows MINI X to launch limited edition collections all year round, keeping kids and their Instagram-loving parents inspired between seasons. “It’s been a huge undertaking as we’ll be releasing new kidswear collections all year round so we had to be ready!” says Wassall. It was while she was running her own e-commerce store MINI X STYLE that she really refined her vision for the brand. “We always planned to launch our own line and while running the 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 wanted to offer something different that could meet their demand,” says Wassall who will now only sell MINI X and a few additional complimentary brands such as AKID through her site. Fashion Editor, TV personality and mother of twins Zanna Roberts Rassi is also involved in the brand. We caught up with Wassall to find out more…

You’re selling direct to consumer. Can you tell us about this strategy?

Our concept is all about inspiring kids with fresh ideas so we want to create as many prints and collabs as we can, and going direct was the best way to achieve that. Rather than being constrained by the seasons or the wholesale cycle we can drop new collections whenever we have a fun concept we think our customers will love. And because MINI X is only available to purchase direct from our site we are able to invest in product quality while keeping the prices affordable.

How has life changed since you became a mother of two?

Life is definitely pretty full now! Full of love and the wonder of watching two little people grow into beautiful individuals. Admiring their differences, watching them laugh at each other, and knowing they both have a friend for life. The days are also full. My eldest, Aura, was just two when Zephyr was born. Now Zephyr is six months and having a newborn and a toddler whilst working on launching a new business has been quite a rollercoaster. Juggling work with family has become an artform. I think I finally have the balance right. I just need to learn to find more time for myself! As working mums we always seem to come last. One step at a time!

What’s your long term vision for MINI X?

As well as adding new print collections each month and collaborating with some of my favourite artists and designers, we will also be expanding the range of clothing styles, accessories and mini objets du jour! Our aim is to build a brand that people love and become a one stop style shop for cool kids everywhere.

How would you describe the MINI X kid?

Our prints are pop and playful, so i think the MINI X kid reflects that idea. Imaginative, expressive, creative and individual. My hope is that our clothes encourage kids to stand out from the crowd and be confident in their own selves. For more information, go to