Oh hey, we’re PLAY etc!

We’re a new-ish playwear label for women and kids aged 0-12 based in sunny Bondi Beach. We like fun, so our designs are bright and playful and most importantly, they’re easy to wear.  We got rid of as many buttons, zips and annoying clasps as possible so kids can dress themselves and parents can have an extra two minutes of peace in the morning.  We like to think of our clothes as little memory makers – that favourite dress she’ll remember forever. We’re inspired by the good old days of our own childhood, the fun times spent with friends and the excitement over simple things. We’re also really in to empowering kids to live their best life, so we’re pretty chuffed to partner with Room to Read a not-for-profit organisation supporting girls education and literacy in developing countries. Every order placed with us  will educate a girl for one day. We definitely love that!

So I guess you may want to know a little bit about us?

Well, we’re kids of the 80s. You know, when cassette tapes were made… stop/pause/record/play/fast forward. There were no emojis to capture the frustration of missing the beginning of your favourite song, just a slow, patient record/stop/rewind/stop/play. Hours were spent in our bedrooms; our sanctuary, which by the 90s were painted cobalt blue and thumb-tacked with Smash Hits posters. Nothing happened fast, the beeping and humming as the modem woke up. The 24 roll film: snapped and developed. Salty hair lying in the grass, melted paddle pops and laughing so hard our tummies hurt. Years felt like decades when you were 6 and three quarters.

As teenagers, pouring over the pages of Dolly was a right of passage. Each month rushing to the shops to see who’s on the cover, what poster was inside and which questions Dolly Dr. had answered. Then, finding a quiet place to begin reading. Every. Single. Word. It was the beginning of a love affair with the printed page that years later would lead to our friendship in the hallways of Kerry Packer’s ACP where we met and worked together.

Bron had just moved from Editor of Dolly and was now Editor-in-Chief of Cosmopolitan and Kristiina was in the sales team working side by side on these iconic magazines of our childhood. We tossed around business ideas many times over the years, always around kids, and always something to feed our creative sides. So here we are (finally), with five kids between us, introducing our playful brand for girls and boys. Fun and timeless designs; quality fabrics; ethical production and easy to wear.