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 was loud. Trend-driven. Disposable.

So I built 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.

MIE is not about more choice.

It’s about better choices.

Designing with intention. And creating a calmer, more thoughtful future - starting with what our children wear.

My hope is that MIE brings a little less noise, and a little more purpose, into your everyday.

Thoughtfully,

Sandreen