At Playtime Paris I had the pleasuring of meeting Sam and Rich from Munster Kids in Australia. During our interview, Sam gave me insight into how they launched this super cool street-wear brand for kids from down under and what’s in store for Spring Summer 2015.
“My wife Sam and I were in a street-wear brand beforehand and we had a clothing brand of our own. We had kids and with our first child who’s now 11, we decided to create Munster Kids. I was already in the garment industry so it was kind of a natural progression.”
The Muster Kids brand DNA is pretty much about us and our lifestyle. We live on the beach, we surf, we love, music so our brand represents us and our kids. It’s a lifestyle brand. So it’s not really hard for us to do, it’s things that represent our culture.
We have a group of freelance artists from around the world – some are from Denmark, the US, Vietnam. So depending on the type of art, we outsource. We give them a theme and see what comes back. We do love illustrated work, as well as imagery that represents our brand.
Munster Kids theme is mainly street art and music which is represented in each collection. It’s always about kids playing on the street. Things they can enjoy. And things they can relate to.
The theme behind this Spring Summer 2015 line is wanderers. So again – kids playing on the street and wandering the streets and coastline and what they’ve been up to.
We do half the graphics ourselves, I probably do half the graphics. And things that are more of an illustration, they usually approach us wanting to work with us. I’ve known Sonia for about 5 years when I lived in Vietnam. And we also work with Christian out of Denmark who does a lot of the artwork as well. We don’t work with a lot of artists, we work with a few who really understand the brand.
Some of my favorites from the Spring Summer 2015 collections are the Girls Spotty Twill Shorts and the hand-illustrated Jaguar print. I love it, it’s very cute. It’s a bit more oversized in the tee.
Sonia is one of our artists out of Vietnam who does our illustrations. She works with us every season and is a big part of Munster Kids. She’s great.
More of my favorites I love the little Squiggle camo shorts and “Don’t Start Wars” is an absolute favorite t-shirt, it’s something we’ve done before and it’s been iconic.
We kind of blend between illustrative and colorfully beautiful things – to more street-wear with a lot of blacks. It’s a balance between that. It’s not overly girly girl, it’s a bit more tomboy feel.
I love this splatter paint, it’s one of our favorites that’s actually a re-run. We love anything with a bit of mess. I also love these street tribe shorts that are casual and have a bit of color.
“A lot of the prints that we do we try to make it so the kids will love it just as much as their parents who are buying them. There’s always a bit of fun involved with the graphics. I like really simple imagery youth culture and skating.”