Have you ever tried finding a simple black turtleneck for an infant or toddler? I have and it feels like it’s virtually impossible.
Even before I was pregnant with madam, I loved taking a peak at children’s clothing. I always found myself gravitating towards pieces that were either highly traditional (think knee socks, Peter Pan collars, and smocking) or items that looked like they came right from a very cool adults wardrobe. Something that you would find one of the effortlessly chic women of French Girl Daily or scandimuses wearing. When I was pregnant and had a real reason to look at and purchase children’s clothing, I quickly discovered that it’s actually quite hard to find things that, while intended for small children, are not overly juvenile looking. I didn’t want pieces that were covered in little yellow duckies or phrases like “mommy’s little cutie.” And while I wish I could dress her in head-to-toe Bonpoint every day, I wanted pieces that madam could absolutely play, grow, and explore in without fear of running up an astronomical dry-cleaning bill. Pieces that were from wonderful lines that were of a high quality in terms of their materials and designs but were still accessible. And bonus points if they actually made the aforementioned black turtleneck.
Lucky for me, Minna Vahtola founded one of Canada’s most prominent online children’s boutiques after having a similar experience during her own pregnancy. A veteran of the fashion industry in both London and Montreal, she’s brought her expert eye and achingly cool aesthetic to her perfectly curated shop When We Wear Young. Sourcing clothing, toy, and gear lines from North America and Europe, the boutique features pieces so cool that you wish they were offered in your size. Not only does the boutique carry pieces that look beautiful in your home and on your child but they are mindfully chosen based on When We Wear Young’s core belief in sourcing pieces that are ethically produced, free from toxins, and as local as possible. From beautiful wooden toys to clothing made with the softest organic cotton, When We Wear Young offers a truly excellent selection of baby and children’s items. And lucky for you and your holiday needs, there’s still a few days to order in time for holiday shopping!
I recently had the pleasure of chatting with Minna about When We Wear Young and was so impressed with not only her commitment to providing highly fashionable yet actually functional pieces through the boutique but also with finding lines that were as mindful in their designs as they were in their production. I’m also terribly thrilled to be able to share this interview with you and add When We Wear Young to my shopping guide!
What inspired you to launch When We Wear Young?
The moment I found out I was having a girl I knew I wasn’t going to be the kind of person to buy everything in pink. I dress in neutrals, mostly black and love Scandinavian’s sense of cool and casual style.
It became a sort of obsession to find clothing for my newborn that suited my style. Clothing that was good quality as well as gender neutral. I just kept thinking that it was simpler when we were young. There was more care in making good quality clothing and toys were made to inspire creativity. I was usually shopping in the middle of the night while nursery and it just hit me that I’m doing all this “research” already and thought that other moms would want one place to shop for quality items and save time on the shopping around. I just jumped in and bought my first collection which was Little Hedonist from the Netherlands. After that I just had to figure it out as I went along.
What do you think sets When We Wear Young apart in the children’s clothing market?
When We Wear Young sources the globe for brands that do quality, comfort and minimal style well. They are pieces that you wish you had in your own closet. Think cozy sweatshirts and ribbed leggings in on trend colours as well as toys that look good in any room of the home that also promote creative play.
Who is the When We Wear Young client?
The When We Wear Young client takes care to make thoughtful choices for their family whether it is buying organic clothing or supporting local small businesses. They think about the impact they are making on the planet but also appreciate design and quality and buy less good quality items than a closet full of fast fashion.
What are your top holiday gift picks?
For new moms: Our handbook for cool moms, this hilarious book is witty and makes you feel less alone as a new mom. You can shop it {here}.
For baby: Our hand knit merino wool hat and bootie set {here} or organic cotton rattle animal toys {here}.
For toddles: An animal stocking {here and on sale!} or our bunny robe {here}.
What are your top must have clothing items from the site?
For baby: The L’oved Baby sleeper is a special piece because of its simplicity. Every mom needs at least one. {here}
For Toddlers: The sweat shirt. Chocolate is a favourite especially with the matching joggers. Or mix and match any colours from this season’s collection. {here}
What are your top must have toy items from the site?
Our wooden stacking toys and rainbows. They’re hand made and painted in non-toxic water based paint {here}. Also, the new minimally designed musical instruments {here}.
Are they any brands that you’re really excited about right now?
Sem Label is a Canadian brand from Alberta that make children’s organic clothing that you want for yourself. Their colour palette is full of earthy colours that look amazing mixed and matched. We are also excited to bring in a collection of modern mobiles from Kinetic Levi based out of Russia. These mobiles that look so good that you will want them in any room of the home.
