Photo: Mini Rodini
What Caught Our Eye
Mini Rodini’s new Wroom collection, a wonderfully playful kidswear collection inspired by a mashup of ’70s chic, sun-faded Riviera racing and ’80s soapbox cars.
The collection just dropped as part of Mini Rodini’s SS27 Pre collection, with racing-inspired graphics, bold colors, flowers, trophies and plenty of the slightly eccentric personality we’ve come to expect from the Swedish kidswear brand.
Or, as Mini Rodini puts it, this particular race isn’t about winning. It’s all about the ride.
Why We Noticed
First: it’s fun.
Wroom looks like someone handed a bunch of kids the keys to a vintage European racing team and told them to design the uniforms.
That playful spirit is a big part of what originally made Mini Rodini catch our attention. Its clothes don’t particularly look like anything else in the kidswear aisle, with bold graphics, unexpected characters and designs that embrace the colorful, imaginative chaos of childhood.
But underneath all that personality is a more thoughtful approach to materials.
Photo: Mini Rodini
Mini Rodini uses certified organic cotton across its GOTS-certified cotton products, grown without pesticides and using less water than conventional cotton farming. When polyester is used, the brand says it only uses certified recycled polyester made from post-consumer materials like PET bottles and other plastic waste.
So yes, Wroom caught our eye because it looks cool.
The better-materials story underneath it gives us another reason to keep looking.
Go On…
Mini Rodini has been combining its distinctive design aesthetic with a focus on sustainability since founder Cassandra Rhodin launched the brand in Sweden in 2006.
That approach extends beyond materials. The brand has created upcycled collections from leftover fabrics, offers repairs at its Stockholm and London stores and has built a strong secondhand following that helps its colorful designs keep circulating long after kids have outgrown them.
And that’s particularly interesting in kidswear, where clothes can have an awfully short stay with their original owner.
Wroom is the latest example of what Mini Rodini does particularly well: make clothes that kids might actually get excited about wearing while putting more thought into what those clothes are made from and what happens to them next.
Apparently greener kidswear can also involve race cars, trophies and a little Riviera swagger.
We’re in.
About Mini Rodini
Mini Rodini is a Swedish children’s clothing brand known for its bold, playful designs and commitment to more responsible materials and production. Founded by illustrator Cassandra Rhodin in 2006, the brand combines an unmistakable artistic point of view with organic and recycled materials, repair, upcycling and an emphasis on keeping kids’ clothing in circulation longer.
Check out Seeing Green’s Spotlight on Mini Rodini