ABOUT

The Birth of Voodoo Child

Voodoo Child was born out of pure frustration… and a little bit of spite for the boys section in shopping centres.

Back in 2019 I was about to become a mum for the first time. When I found out I was having a boy I was so excited - until I started shopping for him.

The boys section was always the same sad little corner of the store. A couple racks of trucks, sharks and robots… and that was about it.

So I went online thinking surely there would be more options. Instead I was greeted with an endless sea of beige. Beige everything. And I could feel myself resisting every fibre of my being that was trying to turn me into a linen mum with a boring beige baby.

I wanted something different. Something cooler. Something that actually felt like us.

One day, completely fed up after another failed shopping attempt, I turned to my mum and said, “If I can’t find the clothes I want for my son, I’ll just make them myself.”

And that was the moment Voodoo Child was born. My second baby, really.

I started designing clothes I actually wanted to dress my kid in - a little edgy, a little chaotic, and made for kids with big personalities. Clothes that didn’t feel daggy or boring, but still felt like childhood.

Since then I’ve had another baby (a girl this time), which has taken the brand in a few new directions as well. But the heart of Voodoo Child has always stayed the same.

It’s for the kids who are a little bit feral.
The ratbags.
The gremlins.
The hell raisers.

Voodoo Child is my way of showing my kids that sometimes a little determination - and a healthy dose of delusion - can turn an idea into something real.

So here’s to the cool kids.

And to Margaux and Hendrix - everything I do, I do for you.