Minikin by Repose AMS - Behind the Brand

She launched her brand five years ago with the perfect woolen blanket. Today she launches her Minikin baby collection as a follow up, in celebration of her anniversary, ànd as a great addition to her conscious kids’ brand. The fashion industry can be so complicated on many levels, but these past years she learned to listen to her gut feeling, re thinking the ways of driving her business, in her own way, step by step. And I love her for it. -  Marissa

Who she is? 37 yr old In- Yeo Couperus, a true city girl, in love with 'her Amsterdam' and boyfriend Wes. A food enthusiast, who loves dining out as much as cooking herself.

She moved from a small town up north to Amsterdam when she was nineteen, to study Design & Styling at the Fashion Institute. After graduating she worked as a designer for big fashion companies. Where she learned a lot, developing her professional skills and went thru personal growth, though realizing this was not her perfect fit. Repose AMS is.

Her process creating the Minikin capsule started with questioning what kind of essentials the little ones could really use next to the blanket. Most important? Soft and of good quality, to be sure they can be passed on later as well. Comfortable and in earthy tones too.

She chose five different essential basic styles in tricot, baby suits with snap buttons (and crossover for the newborns) leggings, long sleeves and little hats. All in organic rib jersey, with a lot of stretch to ensure the easiest way of dressing. For dying these particular styles in their colors, she chose a technique were the facility in Portugal can work with waste water to make part of it usable again. The knitted cardigan, bloomer and sweetest little bonnet are all made of 100% oeko tex certified merino wool, and super soft is an understatement! The woven collar suit is made of a cotton double gauze fabric, chosen for the soft, breathing quality it has.

Sizing of the styles are from 3 months to 2 years.

When asking about her vision on sustainability, there was not one answer. And of course, there isn’t right?  It’s a subject that has many perspectives and especially in fashion. Perhaps needless to say, personally In-Yeo believes much more in buying a piece to wear for years, than in fast fashion. And with Repose they want to be conscious too, about all the decisions in creating the collections, from qualities to packaging. One thing is for sure, consciousness and more focus on durability regarding what you wear is probably as important as the term sustainability. It’s a wish she also has for those buying from her, to make a conscious choice.

In-Yeo also just opened the doors of her own new brand store and office, you can find it at Molukkenstraat 25 in Amsterdam.

The new Minikin collection is available from today. Here in the online shop, and at selected retailers.