Since discovering NOCH mini at Playtime Paris a few years ago, we fell in love with this kids brand, beautiful and sophisticated design mixed with organic materials and low impact dies on the environment. We met Jina, for the time of an interview at Papier Mache, to know a bit more about what’s the perfect Noch mini look to adopt this winter!
Hi Jina, What was the main reason for you to launch Noch Mini, and why Noch? When our daughter was born, we wanted all the best quality and healthy choices we could get for her, including clothes. We quickly found out most organic clothing options were very limited in design and colors. My husband and I always wanted start our own clothing brand (I have women’s sportswear design background) and we thought this was a perfect opportunity to have cool and well-designed children’s clothing line that just happens to be using all certified organic materials and low-impact dyes. Name inspiration came from science. N (nitrogen), O (oxygen), C (carbon), and H (hydrogen) are the basic and majority elements of everything living and organic.
Who is the Noch team, can you introduce us to them? Jina Jang - Design Jooyeol Oh – Management and sales Nam Park – Design and Production
What is your ritual to design a new collection, where do you start? I start with a search for inspiration. Inspirational moment never happens as planned or when you are trying too hard. It always happens spontaneously. Also, my daughter and every little thing around her inspires and helps my design.
All the materials you use, are organic and low impact dies, what is important for you in using Organic materials? It is ethical to ourselves as well as the planet we live in. Made safely and fairly with sustainable materials is very important to us. Whenever I hear about how much toxins/chemicals are used around us, including dyes and chemicals from apparel production polluting our environment, it makes us keep on doing what we do (even though I wanted to switch to conventional materals many times when I hit the wall of pricing, limited choices on materials, and indifference towards organic/sustainable concept).
We love all this minimalist cuts and designs, have you ever thought of launching an adult range? Yes, we hope to introduce adult range sometime soon. Many of our customers ask for adult size.
Harlequins, clouds, stripes… could you tell us a bit more about this winter collection and what inspired you? Also, what is your favorite piece in this collection? Inspiration for fall/winter 2013 collection came from Egon Schiele’s painting ‘House with Laundry’. We took the color inspiration from the painting and took the house as our main motif. Triangle pattern came from the roof shape and one of our prints is oversized repeated houses in geometric shape. My favorite piece is pom pom hoodie hat and black/ grey triangle patterned sweater pants.
As a NYC Mum, what would you recommend to do with your kids for a NYC holiday? I love all the museum for kids and moms in NYC. We especially love Children’s Museum of the Arts and American Museum of Natural History.
While we’re dreaming of sunshine… could you give us 3 adjectives to describe your upcoming Spring Summer 14 Noch mini Collection? Beachy, airy, comfortable.
Where can we find NOCH around the world? Please visit our website to see our stockists. You can find Noch mini in France, Switzerland, Belgium, U.S., Hong Kong, Korea, Canada, Kuwait , Australia, Malaysia. Thanks a lot,
Love is in the air, and summer too! To celebrate this very hot European summer, we are happy to introduce you a sneak peak of the new collection SS14 of My Little Dress Up. A kids brand from Sarah Van Maare and Laura Canté, from pretty Amsterdam!
Hello Sarah & Laura!
In a few words, could you introduce ‘My Little Dress Up’ to our readers? My Little Dress Up designs high-end fashionable clothing for special occasions of two to ten year olds. Whether it’s for an exciting wedding, a communion celebration or just a lovely birthday celebration. We are sure to add a lovely touch to your unforgettable day!
Tell us, how did the two founders of ‘My Little Dress Up’ meet before launching this kids brand? Eight years ago, we were both invited to a mutual friend’s birthday party. We had such fun together, we shared so many good laughs that we ended up as very close friends!
Vanilla, pistachio colors… these colors remind me of icecream flavors! What is the new trend for this collection called ‘Look of Love’? Our Spring Summer 2014 ‘Look of LOVE’ collection spells Romance with prim and pretty colours for true Summer loveliness…
The girls will steal your heart with summer sweet blouses in sun-kissed gold, or will look romantic in Chantilly coloured lace combined with shiny silk skirts. They will swing around in dreamy voluminous dresses, will look elegant in pistachio coloured linen summer suits and dainty in pretty striped-cotton shorts with waist-cinching cuts.
The boys will dazzle the girls with their bold summer suits in vanilla or will be cutting a Rock N Roll edge in a steel coloured tuxedo. A classic crisp white shirt accents a retro look with a modern edge, or think beyond and opt for a fresh pistachio coloured shirt.
Your styles always have this touch of retro that we love, what are your main inspirations in the day-to-day life to design a new collection? Sarah is the designer of My Little Dress Up and is in love with the free-spirited mood of Fashion Icons and the Music and Art scene of the late 60ties. ‘The attitude and the elegance … I own a lot of music records of that time. Playing the music and looking into art- and photos books I find the nicest inspiration. My family knows this, so the other day my dad opened up a box with beautiful pictures of him, my mum and their friends in the 60/70ties. The silhouettes of that period are simply amazing!’
You have very sophisticated fabrics : cotton, lace, velvet… where do they come from? For inspiration we visit local- and vintage markets. We aim to use only natural materials, those we mostly find in Italy.
We can always find these 2 pretty ginger heads in your catalogues, who are they, little muses ? They are the daughters of good friends of ours, called Lola and Loulou-Day. Actually our My Little Dress Up adventure started with little Lola: We both have amazing fashion childhood memories. Like almost any girl. we both loved dressing up! Laura has two older sisters and they were always dressing up, inspired by the latest fashion magazines. Sarah has heartwarming fashion memories about the dress she would get especially for her birthday. We wanted to pass on these memories and decided to keep Sarah’s birthday dress in honor en surprised Lola with her very own custom-made dress for her 4th Birthday party. After Lola’s birthday people start asking us if we could design styles for their own special occasions, so we did. And now we have our own brand, selling in the most beautiful boutiques around the globe. We are amazingly proud!
According to you ladies, what is the main item in a kid’s wardrobe, girl & boy? A little suit jacket! Style your outfit with a playful and fun jacket and you’ll be looking like a true Fashion Star. It’s easy to make a day-to-day outfit elegant and fun and your party outfit will be styled off picture perfect!
For example for girls, to dress down our double breasted Audrey jacket it will be playful to wear it with denim shorts and a pair of All Stars. To make a beautiful entrance at a party you can wear the jacket on top off your party outfit. Boys will find their everyday combination with the double breasted Oliver Jacket with bold black buttons, combine this with a stripy tee for Summer laidbackness or with a shirt and bow tie for that special day.
Your range goes from 2 to 10 years olds, have you ever thought of launching a baby range? Yes of course ! It would be lovely to design a ‘first dress’ for the littlest ones !
Finally do you have any exciting super secret news to share with us? Upcoming December Holiday season we will have our very own My Little Dress Up Pop Up Salon in Selfridges London ! Some more exiting news is that from this January we will open our My Little Dress Up webboutique! Ahhh….and now back to work. Haha!