You might ask, `what’s home-grown about Swedish design’? Well, when you get two Swedish mums living in Australia, who get the idea to make beautiful, sustainably-produced, unisex clothing for children, you’ve got Honeyants.
Feeling as though the Australian market needed more of a Scandinavian approach to children’s fashion, co-founders Erica Löfqvist and Irene Hagström set out last year, amidst all the recession woes, to create a label which respected the earth in terms of production. Garments are made from certified organic cotton which is not bleached or dyed but screenprinted using eco-friendly water based inks.
Without being conscious of it until now, I too have a great appreciation for unisex dressing of children. The bright, retro designs of the best brands coming out of Scandinavia liberate children from gender stereotyping, a notion which appeals to me. It encourages the re-use of clothing amongst siblings and play outside of set gender roles.
I love the vibrant animal prints and the Pirate Pants ($47) are a real standout. Both my sons have short legs and pants rolling down and tripping them up is a common problem. Other products include groovy scarf bibs, tees ($41-$43) and beanies ($15).