Dominique of Anarkid, the label for kids who are rebellious by nature, tells us some of the inspiration behind the brand, and their exciting next steps.
A bit about yourself
Do you have a favourite book?
I used to be a huge bookworm, but I don’t read as much as I’d like to anymore. I love anything by Jodi Picoult
What music are you into?
What does Mother’s Day mean to you?
Mother’s Day means so much more to me now that I’m a Mum, I love Mother’s Day. My kids take so much pride in whatever they’ve made for me at daycare and love choosing a present with my husband. Mother’s Day is about quality time as a family.
What does happiness look like for you?
Happiness for me is about having balance. Time for myself, but also time with my family. Being present in whatever it is I’m doing.
What is your spirit animal and why?
The wolf as they very instinctual. They are also intelligent, have an appetite for freedom and are aware of the importance of social connections.
About the brand
Why and when did Anarkid start?
Our Founder, Kelli’s story began over 30 years ago. She first saw a graphic design studio at 15 years old and knew that was what she wanted to do for the rest of her life. She was right, but her passion changed course slightly after having two babies in two years and she moved from the printed and digital medium into the fashion world. She had two babies crawling around her feet and a passion in her soul, and out of that chaos, Anarkid was born in 2014.
Where does Anarkid get it’s design inspiration from?
Kelli, the creative director of Anarkid, finds inspiration everywhere! Words, colours, art, cartoons, other designers, patterns. Her inspiration is still very graphic design orientated and being the heart and soul of Anarkid, she draws much inspiration from memories of her own youth.
What do you think the biggest challenge is for mums when shopping for kid’s clothing?
I think parents are looking for brands that are affordable, durable, ethical and on-trend. It can be difficult to find brands that do all four.
Why have you chosen to make your products with GOTS certified organic 100% cotton?
We love fashion, but we don’t want our clothes to come at the cost of people or our planet. Organic Cotton much gentler on the environment.
Customers are becoming more educated about the environmental and social impact of fashion. From a business point-of-view, customers are more likely to support brands that have a ‘feel-good’ aspect.
After a long time seeing monochrome on trend, it’s nice to see lots of colours starting to emerge. I think we’ll be seeing lots of interesting pastels next Summer!
What’s next for Anarkid?
We have lots of exciting things coming up, but our focus at the moment is on our international growth through some amazing retail partners!