Featuring an exclusive interview
with Cassandra Rhodin
Swedish label Mini Rodini is fun, sustainable and imaginative – a winning combination when it comes to designing childrenswear. This, is something that designer Cassandra Rhodin has mastered right from the beginning, having started the Scandi brand back in 2006 and seeing it flourish for the past twelve years.
Mini Rodini is now a brand that is stocked internationally and has a loyal global following. The label has a signature style that is easily recognisable, something that Rhodin has had a hand in as an illustrator and artist. The brand has since become known for its cool and eccentric prints, great quality and dedication to sustainability. The playful patterns are inspired by everything from wildlife, pop cultural phenomenon as well as the fantasy and free spirit of children.
Today, Mini Rodini is one of Scandinavia’s fastest growing brands for children. Read our exclusive interview with Cassandra Rhodin and find out more about the brand’s sustainable efforts below.
HI CASSANDRA. MINI RODINI IS BIG ON SUSTAINABILITY, IS THIS SOMETHING THAT WAS IMPORTANT TO YOU FROM THE START?
Yes, one of the reasons I started Mini Rodini was because I couldn’t find sustainable clothes for kids. Nature is and has always been one of my biggest inspirations – in the end, my commitment to sustainability, dislike for grownups stereotyping kids, beliefs in fair working conditions have been woven into the DNA of the brand. Over the years we are more focused on communicating the work done with sustainability towards customers – always with a Mini Rodini twist. Subjects such as sustainably, mass consumption and the environment stir up emotions within people and it´s not always easy but we believe it’s the only way forward!
CAN YOU TELL US MORE ABOUT ALL YOUR DIFFERENT SUSTAINABLE EFFORTS?
Mini Rodini is against the consumption of mass-produced conventional clothing and we believe in consuming less, choosing sustainable, timeless designs in great quality. We recycle prints and characters, we recycle materials such as collected ocean waste.
We launch an upcycling collection a couple of times every year, where instead of throwing away fabric leftovers, we use it and produce new clothes with a new purpose.
We also have Mini Rodini Treasures – a museum, repair and treasures – shop, where customers can fall in love with old designs and get help with repairs and patches, giving clothes a longer life. With the clothes made following the Mini Rodini living wage program, we pay an extra bonus to make sure the workers get fair pay. In the end, we always try our best to do a much as we can to make high quality and suitable clothes for kids.
In the end, my commitment to sustainability, dislike for grownups stereotyping kids, beliefs in fair working conditions have been woven into the DNA of the brand.
WE’VE NOTICED IN THE LAST FEW PRE COLLECTIONS THAT YOU HAVE BEEN REFERENCING SPACE, THE MOON AND LOTS OF CATS – WHICH WE ABSOLUTELY LOVE HERE AT ALEX AND ALEXA! WHERE DOES THE INSPIRATION FOR YOUR COLLECTIONS COME FROM?
Every collection has a theme. And the inspiration for the Space Odyssey collection was inspired by psychic powers. I’m a dog person but I also love cats. They are so funny and mystical and always a source of inspiration. I have a cat, her name is Paisley and she just wants to be outside, she only comes in to eat and to have 30 seconds of cuddles.
I love her so much, more than she loves me, it is a one-way distance love relationship. Maybe that’s why I draw cats all the time.
IF YOU HAD TO DESCRIBE YOUR BRAND IN THREE WORDS, WHAT WOULD THEY BE?
AND FINALLY, DO YOU HAVE ANY TIPS ON HOW TO INSPIRE THE NEXT GENERATION OF YOUNG ECO-WARRIORS?
I think it’s super important to talk to your kids about environmental issues, the things that are happening around us and about the solutions we can make. The same thing with gender equality and racism, never stop talking. Kids are being fed with messages – that they should be in a certain way, eat things that are bad for them and the planet, buy things that will make them happy for minutes but has had a big cost for people and the environment. Parents need to try to give them the right ways and values. It’s hard work but someone needs to do it.
WHY WE LOVE MINI RODINI
100% GOTS Certified
The dreamy Pegasus Horse print is made of GOTS certified fabric – the strictest certification for organic materials on the market today. This also involves controls throughout the entire manufacturing process including chemical use, something that is of the utmost importance to Mini Rodini when designing for little ones.
Mini Rodini has also implemented a living wage program that ensures workers get enough wage to maintain a normal standard of living.
GOTS Certified and
This cosy green fish Terry sweatshirt is knitted from 100% GOTS certified organic cotton.
The fabric is easy to care for, keeps its shape and has moisture-wicking properties to keep the skin dry.
GREEN FISH TERRY SWEATSHIRT
BEST OF MINI RODINI