Cassandra Rhodin launched the print-tastic children's wear label, Mini Rodini in 2006. The label has a main focus on sustainability, which is why the majority of their collection (99%) is made from organic cottons or recycled materials.
We caught up with the Swedish illustrator and mother of three at her brand new (and first) store in London.
Tell us about the name, Mini Rodini, where did it come from?
My great grandfather was in the circus, Brazil Jack. He was an important part of my childhood and I always loved to hear stories about him. When I was beginning to start the brand, I found an old photo of him in an antique shop in Stockholm. On the back of the photo he had written “Rodini”, the name he used when travelling with the circus. From this moment the name was born! The circus is still very much in the family and we always love to go with the kids.
The new store looks amazing, tell us a little bit about why you chosen the area?
We've dreamed of opening a shop in London for years, 5 years in fact. We were waiting for the perfect spot to come up in Notting Hill. We always knew we wanted to be on Westbourne Grove and with neighbours like BONTON and Caramel we think it was worth the wait!
What other brands do you dress your children in?
My sons are sadly too old now. But my daughter only wears Mini Rodini. She loves mixing and matching the seasons and creating her own (very individual) outfits from the collections. Her favourite item from the new Tropical Island collection is the dragon dress, which she calls "the princess dress"!
Favourite London spots?
My sons (14 and 16) are both huge foodies (one is in-fact about to start a culinary school) so whenever we visit they will research new restaurants. We all love Indian cuisine and London has so many fantastic spots. Regular favourites include; Ottolenhi, Nopi and the Wolseley for their creme brûlée!
Both boys are into vintage shopping, so we are regularly on the hunt for vintage markets around the city. Our suitcases are rather full when we return home!
What are the must eat/see/do spots in Stockholm?
The circus, of course! We do vegetarian very well in Sweden so I would have to recommend my two favourites, Pom & Flora (great with kids) and Rutabaga (high-end and magnificent, maybe leave the kids behind for this one!). There is so much nature to enjoy, parks and lakes - remember to take your swimmers!
Head to their new store at 237 Westbourne Grove, W11 2RP