Clothing and lifestyle brand, We Are All, recently launched their debut collection. The brand’s first collection is all about the kids with a lifestyle range being presented for boys and girls from 2 to 12 years old. The 2016 Spring Summer launch collection includes 28 individual clothing pieces and 4 styles of sneakers and sandals. The Founders of the We Are All, Rebecca Amos and Chantel Phillips-Hill, are well known in industry circles, having collectively worked on many of the best Australian and international lifestyle brands. We sat down to find out a bit more about the brand.


Congratulations on the launch of the new brand, We are All. What inspired you to launch the brand?
Well mainly we thought it would fun and a good use of both of our skills and experience – Chantel in Buying and Design; Rebecca in Brand Marketing and Management.  But we also felt we were missing some alternatives for children’s clothes that were well made, stylish and that were a reflection of what was happening with fashion globally.  We wanted to offer mix and match options that meant children could dress the way they wanted each day but Mum & Dad would still approve of.   And we were sick of turning up to kids parties and everyone was in the same clothes from the same couple of brands! We wanted to offer something fresh.

How long has it taken to get this off the ground and designing the first collection?

12 months….pretty much to the day. We had a buying trip to Paris in September last year and on that trip we finalised our thoughts for our brand and what we wanted to create.   Then on September 5th this year, we launched our debut collection!

The range covers both girls and boys (age 2-12). Children can be so active! How have you balanced wearability and style?

For us, the quality of the fabric was really important. Children really do put clothes through their paces, so we wanted to create clothes that lasted rather than disposal fashion that you wear a couple of times then have to throw out because it shrinks or goes out of shape.

In terms of style, we worked with some wonderful graphic artists to create custom designed prints for both boys and girls that celebrated the fun of spring. We took direction for what is happening with design globally and then applied it in a way that appreciates how the clothes will be worn – so cool prints with lots of comfortable cuts and fabrics.   And importantly, we design clothes that are age appropriate for children not just smaller versions of adult clothes.  As mothers, this was really big for us.


As new business operators, what are your top tips for budding female entrepreneurs?

Believe in yourself, because we are all more capable that we give ourselves credit for. The other big thing is to plan properly – write business plans, think through your product offering in relation to your competitors, what will your sales plan be, workshop your marketing ideas with people in your target market etc. Perseverance is key too – businesses and brands are not built overnight; they take focus and lots of work.

What’s next for the brand?

Our brand started with children’s wear but we will expand each year into new markets – baby wear, home wares and eventually men’s and women’s wear. We are also in the midst of planning for our first retail flagship store in Melbourne next year which we have some really exciting ideas for.


Visit to view the range.

About The Author

Katherine Ng

Katherine is not your typical Beauty Editor. Finance consultant by day and beauty and fashion addict at all other times, Katherine spends her hard-earned money helping the Australian and international economy with her never ending pursuit of everything pretty. A keen traveller, Katherine still holds dear her Melbourne roots with an overflowing wardrobe filled with black clothes, shoes and handbags. Katherine also has a deep love of food and wine, and you can find those adventures on instagram at @thegreedykat Email: Twitter: @kath_couturing Instagram: @kath_ng

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