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Welcome to The Quality Makers, an interview series highlighting pioneers in the direct-to-consumer space. Join us as we get an inside look at the world of digital shopping through the eyes of the individuals shaping it…
Childhood is meant for joy, and there’s no more joyful brand for kids than Milk Teeth. As a new mom in 2021, I immediately gravitated toward the brand, and now at two years old, my daughter can’t set foot on the playground without getting a compliment on her Milk Teeth dino barrettes or flower pants.
Catherine Newell-Hanson and Rebecca Calavan—two former fashion executives and moms—co-founded the brand in 2019 to create a universe where playful prints, matching sets, and colorful accessories reign supreme. They hand-pick the best kids’ brands from across the globe and present them in a bold, bright, and simple e-commerce experience. They also recently launched their in-house label to bring even more Milk Teeth goodness to parents and kids. Read on for more about Catherine, Rebecca, and the magic of Milk Teeth.
Image courtesy of Milk Teeth, photographed by Christian Hogstedt
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Let's start at the top. How did you two meet, and how did Milk Teeth get started?
RC: I was working as a producer. I’d worked at Nike, Gap and gone on to freelance in New York City and LA. In 2018, I was recruited to build a creative incubator for Zappos.
CNH: Rebecca hired me! I was a stylist for my whole career, but had increasingly been moving into consulting for brands. I’d just moved to LA, and Zappos was my first job after maternity leave with my older daughter. It ended up becoming a full time role. It was an amazing team of creative women, and I loved my time there!
RC: We were both on maternity leave at the same time in 2020, having already become friends through working closely together. One of the many things we’d bonded over was a shared frustration with a lot of kids clothes and baby products. We like print, pattern and color, but we didn’t want to dress our kids in multicolored unicorns and monster trucks. We also wanted a way to not have to search by gender. We decided to start an online shop to curate something that we felt would fill this gap.
CNH: I truly believe it was our relationship—as coworkers and as friends—that turned an idea into a reality. I don’t think I could ever have done this alone!
Image courtesy of Milk Teeth, photographed by Christian Hogstedt
What was it like to launch a brand in the midst of the pandemic, particularly in the saturated market of children’s clothing?
CNH: I’m glad we didn’t overthink it! We wanted to make it as simple as possible to test our idea, to see if the gap we’d experienced in the market was felt by other parents. The stakes were low because we had full time jobs, and I think that was the key. We were able to stay authentic to our vision without panicking about putting all our eggs in one basket.
RC: But we were sure that other parents—especially those who were creative or interested in design—would feel the same way. We'd been getting so many compliments on the playground, so the real test was to see if parents outside of LA were into it. And it proved itself true: we sold out of nearly everything within a few days of launching, which was just via an email to friends and colleagues.
You have a distinct point of view that’s instantly recognizable—it’s easy to spot a Milk Teeth kiddo at the playground. How do you approach building your brand and community?
CNH: Thank you! We both realized that the only way we could do this—to put something out into the world and nurture it—was to show up as our real selves.
RC: We’d both worked at a lot of places with a specific brand voice, but since we were building this ourselves, the brand is just us: it’s upbeat but has a sense of humor, it’s playful but also practical. We’re parents too, so we really are our customer.
I’m excited to see that you’ve recently introduced your very own line of knitwear. What does the future hold for your business?
CNH: Thank you! We’ve been thrilled by the reception. We'll do another knitwear capsule this coming Fall, which is in the works now.
RC: And our Spring/Summer capsule drops at the end of April. Our customers have loved matching sets in simple silhouettes and playful, unisex prints. We’re so excited about this next batch from our in-house label.
How do you approach balancing parenthood and running a business?
CNH: With equal parts love and chaos! Many days I feel like I am failing at both. I try my best (emphasis on “try”!) to be as present as I can at each thing I’m doing. I don’t always get it right, so it’s been a lesson in being okay with an endless to-do list and being kinder to myself.
RC: I'm fairly obsessed with being efficient in everything I do, and parenthood rids you of that ability pretty quickly. But on the other hand, it encourages multitasking and being creative with your time, as well as asking for help along the way. In that way, parenthood has helped with my approach to business.
Image courtesy of Milk Teeth, photographed by Christian Hogstedt
Lastly, I’d love to know what your perfect Milk Teeth outfit is, from head-to-toe. What are each of your picks?
RC: Charlie wears this outfit at least once a week and I love the color combo: Ultraviolet Pants + Sandwich Tee + Cosmos Sweater.
CNH: I love a one-piece wonder for an easy Spring outfit! My kids love this terrycloth jumpsuit. It’s made with organic cotton in Poland by Happymess Kids, a mom-owned brand we love. (Sold-out sizes will be back in stock soon, too!) Paired with our bestselling toddler shoes, our cat hair clips and some very cool sunglasses. Toddlers in sunglasses always make me smile.
This interview was edited for clarity and brevity. Have a founder you’d like us to interview next? Let us know at hello@thequalityedit.com.
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