BabyMocs: The future of children’s fashion: One step at a time
By Nina Bressler | Photos: BabyMocs
BabyMocs, described as the world’s first vegan children’s brand, rethinks children’s accessories from the ground up. With an ambitious mission to help create a more sustainable planet one small step at a time, the company started in the most literal sense: with vegan shoes and accessories for children, made to last.
The story of BabyMocs began almost by accident. Founder and CEO Frida Grundström was looking for gifts for her friends’ kids, but was frustrated by a narrow selection defined by gender-coded products of poor quality. Instead, she designed her own, using pineapple fibres, sourced at a manufacturer, and the rest is, as you say, history. “Kids products are often created with a short lifespan, unsustainable materials and a fast fashion mindset. BabyMocs was founded as the antidote to this,” she says.
BabyMocs store in Stockholm.
“We use exclusively vegan, natural materials and maintain a consistent range of neutral, high-quality designs that will look good for years to come. It’s designed with a seasonless approach, to reduce overproduction and encourage a more mindful consumption,” Frida continues.
BabyMocs comes with a quirk: the range is available in kids as well as adult size, for an opportunity to match across the whole family. The Matching Sunglasses remain the brand’s bestselling icon – an enduring bestseller that defined its signature look and opened the door to a full family matching universe.
Community has been key since the beginning and while the brand has grown fast, the team remains small and hands-on, with Frida’s parents still in charge of packing orders from their local warehouse. BabyMocs is sold through shops in Stockholm and web shop, along with more than 300 retailers around the world.
“BabyMocs is defined by a love for the brand and the entrepreneurial grit: we’ll never lose sight of what’s important, the small moments that make the journey worthwhile,” Frida says. The aim is to be the natural and obvious choice for children’s accessories. While the brand is projected for further expansion, action with a sense of purpose is essential. Frida concludes: “We’ll remain cantered around connection: to our customers and the planet. We’re applying that small business mindset on a large operational scale – it’s not just about measuring financial growth, but what feels meaningful to the heart.”
Frida Grundström, founder and CEO.
Web: www.babymocs.com
Instagram: @babymocs.official
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