I’m Sandreen, founder of MIE (pronounced 'me').

MIE started at my kitchen table, late at night, when my children were asleep.

Not as a big business idea, but as a frustration. I couldn’t find children’s clothing that felt intentional.

Everything felt loud. Trend-driven. Disposable.

I wanted fewer, better things. Clothes that were beautifully designed and thoughtfully made, but still belonged to childhood. Clothes my children could travel in, climb in, create in, get dirty in and wear again and again.

So I started building the kind of children’s brand I’d expect as an adult.

Design-led. Considered. Purposeful.

No characters. No slogans. Nothing unnecessary

Over four years, MIE took shape through research, trial and restraint. Every decision was deliberate — what to include, and just as importantly, what to leave out.

Over four years, MIE took shape through research, trial and restraint. Every decision was deliberate — what to include, and just as importantly, what to leave out.

Because I believe childhood should be full of things.

Places to go.

Things to make.

Questions to ask.

Trees to climb.

Music to learn.

Food to try.

People to meet.

A world to discover.

The clothes should simply make it easier to get on with it.

MIE is not about more choice. It’s about better choices - good design, quality materials and pieces made to be worn properly, loved and passed on.

I want our children to grow up curious about the world around them, and conscious of their place within it. To value experiences over things, and understand that the things we do choose can be made with greater care.

That thinking sits behind everything we do at MIE.

Fewer, better clothes for interesting kids.

My hope is that MIE brings a little less noise, a little more purpose - and a lot more living - into their everyday.

Thoughtfully,

Sandreen