• demi lucas

KiND is the new Cool!

Updated: Apr 16, 2019



So if you know us, you know we don’t blog daily or about just anything, I love capturing beautiful images but blogging for me comes from the heart, so if I’m here writing how I feel you know it has to be a pretty amazing product. 

This mama loves her minimalism, I’ve always been fashion crazy but never followed trends, I love buying high qaulity classical clothing items, clothing that looks amazing now and will still look amazing in 5 years time! Yes, that is possible, I often get DM’s asking me where I got my items from and the response are often “... 5 years ago” So imagine my excitement when a company opens up in SA that’s specializes in exactly that but for my mini me.... happiness! KiND brings us gorgeous, minimalistic clothing pieces for our littles. When I first discovered them online I loved their style and all their images immediately but when we received little Luna’s mustard dress our appreciation and love for this brand crew into so much more. The products aren’t just beautiful, it’s also made from the softest organic cotton and you can just feel the high quality of the fabric! 

KiND really provides it all, style, comfort and qaulity!




So who is this amazing new company? Here’s a little bit more about the company and their awesome mom bosses. 

KiND is the new Cool We bring Europe's best organic baby and kids brands to South Africa. Minimalistic design with a perfect fit for your little one, just as we like it. The apparel we source is made of organic cotton; KiND for your kid and the environment. KiND was established in August 2018. About the owners Dutchies, moms, fashion lovers, next door neighbors, moved to Cape Town for love and adventure, food addicts. Mieke van den Berk & Charlotte Olthoff. Charlotte is a writer, journalist and social media expert who used to work for LINDA. magazine. Mieke is a pr and marketing specialist and entrepreneur who used to run Dutch design company IXXI. Mieke is mum of Thomas (born 19 january 2018, so now 9 months). Charlotte is mother of James (born 27 September 2016 - so now 2).


Inspiration behind the company We started KiND because we couldn’t really find simple design, amazing quality, organic kids and baby wear for our own boys. Finding ourselves dragging kids and baby clothing back and forth whenever we visited Europe. Something needed to be changed. In Europe there are lots of established kids brands that fit our style, so we went there and got in contact with a few amazing brands, like the well known Amsterdam brand Gray Label. We both love that brand for their simplicity and clean cut silhouettes. They really let kids be kids: no big logo’s, ‘cute’ teddies or frills, they focus on amazing quality organic cotton, great colors and cool mostly unisex designs. We figured: there must be loads of other moms in SA looking for that particular KiND of clothing for their kids. So Gray Label was the first brand we got on board and we’d love to introduce more amazing brands in the future. About the company KiND is curating organic brands only: KiND for your little one and KiND for the environment. Our motto: buy less, but buy better. Invest in clothes that you can wash a million times and that still look nice. Invest in clothes that can dress a hand full of brothers and sisters, instead of buying a lot of cheaper quality clothes that go out of fashion in a season and that look terrible after washing them three times.

What makes our hearts beat faster It seems people love KiND. We’ve organised a few pop ups and where at a few markets and the reactions from people on the soft organic fabric is really amazing. One lady said: “It’s like wrapping your baby in a pillow of clouds”. Well, that makes us so happy. That’s what we do it for.

www.KiND.co.za




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demileelucas@icloud.com                                            www.demilucasblog.com