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Inside the brands shaping our pop-ups
Each month we spotlight a founder, sharing the story, process and thinking behind their brand.
May spotlight
This month we’re spotlighting Shop Mimi Baby, a London based brand specialising in heirloom knitwear handmade in Brazil by skilled artisans. Each piece is crafted with care and designed to feel as meaningful as it is beautiful.
Slow, thoughtful knitwear for babies up to two years.
Meet Clarisse
Founded by London based, Brazilian born mum of three, Clarisse created Mimi from a deeply personal connection to the craft.
After having her children, she found herself drawn to the tradition of Brazilian knitwear, pieces made with intention, care and a strong sense of heritage. What began as a love for these garments naturally evolved into a brand, built in collaboration with artisans in Brazil who bring that same level of craftsmanship to every stitch.
Mimi is rooted in the early days of childhood but designed to last well beyond them.
About the brand
Each piece is handmade in small batches by highly skilled Brazilian artisans. The focus is on creating clothing that is not only beautiful, but comfortable, practical and gentle on delicate skin.
These are garments made to be worn, washed and passed on, designed with longevity in mind.
Why they stand out
What sets Mimi apart is the craftsmanship. Every piece reflects a level of care and precision that is increasingly rare, with soft, hypoallergenic knits designed for both durability and meaning.
In Brazil, knitwear for newborns carries tradition and symbolism, with colour playing an important role in marking those early moments.
The story behind each colour
Red
The classic “coming-home” color in Brazil. Red symbolizes protection, health, and good luck. It’s often the very first outfit a baby wears outside the hospital.
Yellow
Represents happiness and prosperity. A bright, cheerful choice said to bring joy to the baby’s journey ahead.
Green
Symbolizes hope and renewal. Green knits are believed to bring calm, balance, and wellbeing.
Grey
Represents purity, simplicity, and new beginnings. A timeless choice that feels both modern and traditional.
' I love that I get to share this heritage, bringing artisanal knits made with care into modern families’ lives."
Founder Q&A
'"Mimi was created to honor the joy of new beginnings."
What inspired you to start the brand?
I fell in love with Brazilian knitwear craftsmanship when I became a mum and couldn't stop thinking about how great it would be to bring it to the UK. From thinking about each piece to working with the artisans, I love every part of it.
One thing that makes Mimi stand out?
The craftsmanship really stands out in the quality of each piece. Soft, hypoallergenic knits designed for comfort, durability, and meaning.
Your favorite piece right now?
It has to be the Bees Short Sleeve Set.
A proud moment so far?
Our family moved to London from New York City last August and I launched Mimi while navigating life in a new city with young children. I'm very proud of that.
Any notable moments?
Seeing our pieces on our customers has been the highlight.
Dream collaboration?
It would have to be a brand that would impress my children so I'd say Lego!
Best piece of advice you have received as a founder?
Just start. It will never be the perfect time so you might as well go for it now.
Favourite spot in London with the kids?
My sons are football crazy so either St Luke's playground in Chelsea or Hyde Park. For food we love Pizza Pilgrims and Alley Cats.
