Brisbane-based eeni meeni miini moh is a children’s brand with a difference. Cool designs, a non-cutesy colour palette, exclusive graphics and an extensive range from newborns to tweens – these are clothes that are built to last, with the softest fabrics that won’t itch or scratch.
We caught up with Elizabeth O’Connor-Cowley, Founder and Creative Director of eeni meeni miini moh + e3-M for a sneak peak of the Spring Summer 15 range and the inside word on this iconic kids’ brand.
Tell us how eeni meeni miini moh came about?
I’d always wanted to design my own product but it wasn’t until a trip to Europe in the late nineties with my husband that the idea for a children’s brand came about. I saw the beautiful products on offer there and realised that at that time there was nothing like it available in Australia. I arrived back and immediately started working on our first range – our timeless Pure Newborn collection. It was our first ever product and almost 15 years later is still incredibly popular.
How is e3-M different?
e3-M is designed for the older kid. It’s the edgier, older sibling to eeni meeni miini moh. We can push the design boundaries a bit more with e3-M and prints/graphics are not as naïve as eeni meeni miini moh.
What makes eeni meeni stand out from your competitors in the childrenswear industry?
Our unique colour palette, naïve figurative drawings and the superior quality of our clothing are what we are best known for. This is what gives us a unique foundation and moulds our individuality.
Tell us about the Spring Summer 15 collection.
This season we’ve gone bolder than ever before with atypical colour palettes. Bright pops of citrus and neon are combined with our signature eeni meeni miini moh muted tones. Tulle, ribbon and sweet prints feature strongly in the younger girls collection – perfect for little girls who love to dress up and for spring garden parties! For the older girls it’s all about being the ultimate fashionista – lots of urbanity! And for boys the focus is on comfort. Clothing that allows them to be active whilst still looking stylish. Lots of elasticated waist shorts, including our new comfy slouch shorts in soft French Terry, and statement tees and polos.
What’s next for eeni meeni?
We’ve recently opened our third Brisbane store at Toowong Village and launched a fresh newborn collection – La Petite, so it’s been a busy year so far. We’re always looking for exciting ways to grow our brand. Earlier this year we launched our first ever Ladies Leggings, which everybody loved. Look out for more of these in the future and stay tuned!
For more on the latest fashion, trends and fun for the whole fam, check out the latest issue of haven.