our story

Our beautiful baby girl. Who knew love could come so easy? We marveled at the miracle before us. That is, until we realized that this miracle came with absolutely zero instruction.

As first time parents, we had a mixed bag of unanswered questions.

Supplement, or not?

How long does it take to acquire solid swaddle technique (the nurse made it look so easy)?

And most important, what to dress her in other than the Kuddle-Up (you know, that iconic candy striped receiving blanket in every newborn hospital photo)?

After sifting through endless variations of light pink, medium pink and dark pink, we set our sights on a wardrobe of black, grays, and white (not easy finds). And Earthy tones. The exact opposite any respectable parents would do to their first baby girl. Essentially dooming her to an endless cycle of compliments for our new baby boy. Heresy? Perhaps, but it felt right. And different in a welcoming way. Steve Jobs would have approved.

Little did we know at the time, but dressing her in neutral tones played a positive, subtle role in her early development. Instead of pursuing interests that typical girls do, she followed another path–her own. 

Our daughter embraced everything, from Elsa in Frozen to the beeping and whistling droids in Star Wars. Her circle of friends were equally divided between boys and girls. She was marching to the beat of her own drum.

So when a friend opined that her Star Wars BB-8 backpack wasn't for “girls,” it became clear that a brand celebrating individuality before gender trends was both timely and essential.

From these experiences, our daughter began sketching Moona, an inquisitive child with vintage spectacles, peering over a wall. We immediately knew that Moona was someone special, possessing the right mix of eclectic appeal (that only a young mind could conceive) combined with the beautiful sentiment of curiosity and exploration.

Inspiration struck and we embarked on a creative journey that resulted in a childrenswear line dedicated to encouraging individuality, creativity and imagination over trend. Just like our young daughter.

We broke all the rules. Out with blue and pink and in with neutral colors (like dressing infants in black, gasp). But closest to our hearts, was the mission of designing clothes that didn't label our young ones. We couldn't be more excited with the result, a brand dedicated to the uniqueness in every child.

Of course, the best stories always come full circle, and as it turns out, deciding to pass on pink and go for the color less traveled was the best choice we could have made. Especially as parents who had no idea what we were doing in the first place.

Join us on our family journey and more adventures with Moona at our blog.