It all started with my little boy watching the tv series Charlie & Lola. Now you might wonder what the brand Snuggly Ugly has to do with Charlie & Lola!? Well, ever since he watched the tooth fairly episode, he is obsessed with making sure his teeth are clean for when the tooth fairy comes… He is only three years old and even though he knows he will have to wait a long time before his teeth will start wobbling, I already started browsing the web for a special pillowcase… And there it was… The Snuggly Ugly Tooth Fairy Pillowcase.
At Snuggly Ugly you’ll find collectable plush artwork and soft furnishings for your children’s room. Products inspired by children. Each item is unique and handmade from quality up-cycled cashmere sweaters, probably the softest thing your child will ever hold… And don’t you just love the idea of re-using old sweaters!?
Indira was kind enough to answer a few questions for us. Merci Indira!
How would you describe your brand?
Snuggly Ugly is a colorful Eco-friendly brand for babies and kids. All of our items are made using up-cycled cashmere/wool sweaters, made in Brooklyn, New York.
What lead you to designing for children?
Four months after my daughter was born during Hurricane Irene (another story entirely), as I settled into motherhood, I decided to chase my dream of starting my own company. The story began with two Christmas gifts: a sewing machine from my husband and a cashmere hat for our daughter that was made from a re-purposed sweater. This led to my first project, a monster I made for our daughter with my husband’s accidentally shrunken sweater. I discovered that I loved making these monsters and that is how Snuggly Ugly was born.
How do you define your own personal style?
I love Black Casual chic, with accents of bright color.
What’s the biggest highlight of your career until now?
Running my own business.
What do you find most rewarding, and most challenging about your job?
Most rewarding: First and foremost, we love to see children smile. From the feedback from our clients so far, the response has been fantastic and the kids love their Snuggly Ugly. We been told by some parents that their kids can’t go anywhere without their Snuggly Ugly doll. We are thrilled to hear stories like these and knowing that we are creating things that have a part of the little ones lives and memories that will last a long long time. It is very rewarding when thinking in those terms. most challenging: Balancing family life with my working life. Because I work from a home studio, the job can feel like it is always present and it is important to be able to switch off from work and be a mom/wife.
What is your favorite product from your AW13 line?
That is a hard one to answer. I love them all, but if I had to chose one, it would be our Argyle Mostrito. They are just so adorable and appeal to all ages (children and grown-ups alike!).
What do you like and dislike about the kids design industry?
The kids industry has changed a lot and I like the fact that new designers are creating sustainable products for kids with fashion in mind. I dislike the poor working conditions some companies either hire or manage in developing countries. This is something that has to end by taking responsibility and putting it into action with love and integrity. It becomes very difficult to compete with companies that aren’t paying their workers a livable wage and I encourage people to know who they are buying from.