Kids Fashion


It’s Monday so time for an interview! This week with Indikidual’s Founder/Designer: Syreeta Johnson

Indikidual is a Swedish/British brand that makes fun and unisex collections for all kids aged 3 months to 7 years. The range allows for layering and encourages mixing and matching to create individual looks and styles. All garments are made using organic cotton and are designed to be practical and comfy as well as fashionable and expressive.


How would you describe your brand?

Indikidual is al about letting kids be kids. The graphics are fun and quirky which children love. My daughter likes making up stories about the characters!

What inspired you to start Indikidual?

When I went back to work after having my daughter Minnie and really struggled to get the balance between my job, Minnie, and my own life so I started to think of alternative solutions. I have always worked in fashion and have been a buyer and designer for women’s, men’s and kids’ wear so I just decided to do what I do but for myself. Now I can work my schedule around family life which is great. I no longer feel like I’m being pulled in all directions!

I love creating clothing which is a bit different to your usual kids’ wear. When Minnie was born I was shocked that she had such a strong personality from such a young age and I really wanted to create a clothing range that reflected that kids are quirky, funny and unique in their own little way.

What inspired SS14?

My daughters fascination with jelly fish. We started drawing them together, then thinking about how funny it would be if they could play musical instruments and thats where the maracas came in.

What is your favorite piece from the collection?

I love the banana harem trousrers, they are so practical but cool and fun at the same time.

Do you have children? How does that influence your work?

I have one daughter, Minnie, shes a massive inspiration for the collections, She’s a bit of a tom boy so loves wearing leggings and t shirts. She also has a fantastic imagination and often comes up with print ideas.

What are the most rewarding and most challenging aspects of your job?

The most rewarding is seeing children having fun in our clothes, the most challenging is getting the collection ready in time for all the shows, its a bit of a juggling act!

If one of our readers is only in your city, London,  for 24 hours what one thing would you recommend they do?

For children I would recommend going to the olympic park for the great play area, take a swim suit as there is lots of water play. Then an afternoon of shopping and afternoon tea in Shorditch. And if your lucky enough to have a baby sitter a night out in Soho!

indikidual ss14




To see the rest of the Indikidual SS14 collection, click here to go to Indikidual’s own webshop or check out their collection at Purestarters (now with discount!), at Kidshop or at Dino Deluxe