Combining style and durability at Shine the Label

THE struggle of finding children’s clothing with a balance of durability and design sparked a Torquay mum to start her own brand.

Mum of three Tayla Johnson officially launched Shine the Label last month with a focus on pieces that are stylish but also hold up to the adventures of everyday life.

“I understand firsthand how hard it is to find clothing that combines style, practicality and a bit of everything,” she said.

“I created this from my own experience with the kids and searching for a bit of balance of comfort and durability.”

 

Designed to empower kids and parents, the label has launched with its own range of T-shirts and jeans while also stocking necklaces from Amber House Beads.

Johnson is a mum of three boys and an early childcare educator who before starting her own label had no fashion background.

“I never even had this on my mind whatsoever and I came to a space where I was trying to figure out what am I going to do next,” she said.

“Working with children, I had my own three, giving them 100 per cent at work, coming home and giving my kids 100 per cent, once I had the boys I thought ‘this is me, this is what I’m going to do’.”

In starting her own label, Johnson has taken on the role of designer with no fashion background or professional training.

Johnson said although her experience in the space is limited, she hasn’t found the design aspect of the business to be a challenge.

 

“I feel like when you’ve got such a passion behind it, even with no fashion education behind me, but having that passion and the love for the business, I think has made it so easy for me.

“Our biggest thing with Shine the Label is we wanted to create something that not only children are stylish and comfortable and everything like that, but my biggest thing is making sure that they’re confident.”

All of the label’s pieces are designed in Australia, with the help of some freelancers who guide Johnson on measurements and ensure she is on the right track before being manufactured abroad.

The ever changing landscapes and features of the Surf Coast inspire the labels collection from the sandy beaches through to the relaxed lifestyle.

“All our clothing is inspired by the love of this coastal lifestyle, being by the beach, outdoors the everyday life,” Johnson said.

 

“We’re surrounded by everything from beaches to just nature itself to absolutely anything, that’s been a huge inspiration to all of our designs.”

The business has taken Johnson around two years to launch, also having her third baby in that time.

Her vision for Shine the Label varied within the planning stage, changing when she had more children and moved from Melbourne to the Surf Coast.

“Moving down here made a massive difference to the way I pictured it the business, my design thoughts, my moodboards, what it meant for the children and what they were going to wear,” she said.

Johnson hopes the story line of her brand and wanting to create a product that combines durability with design is recognised by her buyers.

“My biggest hope is children and families and everyone that is wearing this do get that sense of joy and freedom and adventure from Shine the Label,” she said.

 

“I really would love to send a message through our clothing that can empower both kids and children, but I want children to feel that confidence and ready for adventure and whether it’s at the beach or a play date or family gathering.

“While parents can obviously trust the clothes will last and stand up to the active lifestyle.”

The business is currently working on expanding its collection and offering, creating more of a variety for different occasions.

While continuing to grow Shine the Label, Johnson aims to always stay true to her commitment around designing items that bring confidence to children, a feature of the brand that she says makes her stand out.

 

“I believe in celebrating the individuality and reflect that by encouraging children and parents who will buy these for their children to express themselves.”

Johnson also hopes the brand will become the go-to for families and she will be able to go all in on Shine the Label, making it her full-time job.

For more head to shinethelabel.com.au or follow Shine the label on Instagram @_shinethelabel