Emily McMaster’s daughter, Ruby, who’s now five, was the best-dressed little girl on the block: checked A-line dresses, striped cotton tees, little floral bloomers. In fact, Ruby looked so adorable in her duds that all the neighborhood moms—first in New York, and then in Salt Lake City—were constantly stopping her to ask where she scored them.
The answer: Emily made them herself, raiding flea markets for vintage patterns and quickly developing her own designs. In 2010, she decided it was about time to share the wealth, launching Mabo Kids, a line of classic, affordable clothing for girls and boys—all made from natural, organic materials by manufacturers in Utah and Colorado. If you’ve never gone shopping for children’s clothes before, this sort of thing is a super rarity. “It’s either $150 for a nice dress, or you’re stuck with something made with cheap polyester and covered with frills,” says Emily. “Which is not my style.”
These days, Emily’s outfitting two—Ruby’s sister Mabel arrived on the scene in 2009—and has plans to do what she can to take advantage of these baby-fat years, possibly adding some formalwear to the Mabo mix. “You know, kids grow up so fast,” says Emily, summing up her design philosophy. “You might as well put them in something cute.” —raquel laneri
BEHIND THE SCENES
Family Matters Meet the Two Little Girls Behind Mabo Kids
They’re WAY involved in mommy’s line.
Why can’t a toddler dress like Jean Seberg in Breathless?