The beloved Canadian children’s apparel and lifestyle brand,  mini mioche known for its super soft and comfy organic cotton essentials, announces a new edition to their annual Pride-inspired line. The Family Pride Collection is in partnership with The 519, Canada’s most prominent LGBTQ2S community centre and service provider and is set to launch this June as Toronto celebrates Pride Month.

“Today we had a bi-racial trans/queer family who shared with us that taking part in our photoshoot was very meaningful to them because it has been two years now that they haven’t been able to celebrate Pride, and what Pride means to them in terms of coming to a safe space as a family with their son. Feeling accepted, loved, and celebrated is really missed. We look forward to promoting the togetherness, safe spaces, unconditional acceptance, and positive energy,” said Alyssa Kerbel, Founder and President, mini mioche. 

The limited-edition 2021 Family Pride Collection complements the brand’s longstanding commitment to inclusivity offering both a range of sizing options and gender-neutral styles. The vintage-inspired graphic tees feature the well-known, classic mini mioche ‘rainbow’ print and this year’s new ‘Own Your Magic’ print. Created to enable Canadians to show their support of the LGBTQ2S community, 15 per cent of all sales from the collection will be donated to The 519. mini mioche has made it their mission to create a better future through its ethically, locally, and sustainably made clothing and by giving back to the community who continues to support the brand.

”We really liked the idea of having a “Family Pride” collection. For people who want to promote and celebrate Pride, there is something for everybody, not just the kids. This year, in particular, it felt even more important given there’s no Pride parade or large-scale celebration,” said Kerbel.  

In support of the 519 – Canada’s premier non-profit organization is supporting the LGBTQ2S Community and offering a range of programs for both individuals and families. 15 per cent of total sales from the Family Pride Collection will be donated to the organization. 

Photo by Trish Mennell Photography

This is our first year launching this collection for adults, as well as kids. When we first launched the kids’ Pride collection, it started with one simple rainbow graphic and the meaning behind it was about promoting inclusivity, understanding, love, respect, kindness and helping to foster empathy in our kids, all of which are values at the core of our brand,” she said. “Kids today are growing up in a different environment than previous generations. Overall, I find they tend to be more aware and accepting and supportive of people being authentically who they are. In the case of my own children, they don’t perceive someone in their class or school who happens to be transgender or non-binary as being different – they appreciate that’s who they are as a fellow human. As a brand, we want to promote the idea of love and acceptance and celebrating and appreciating individuality and difference. Not just during Pride, but all year round.”  

“Another way we aim to promote these values is by doing our best to ensure we are always fostering a work environment that promotes and embraces diversity, respect, kindness and understanding, and ensuring that everyone feels welcome – whether that’s our team members or our customers and community. We also generally don’t do a lot of prints and graphics, but when we do they tend to have a positive message promoting kindness, growth mindset, and those types of messages,” said Kerbel. 

The tees are available for kids 6-12 months to 12 years and adults in two silhouettes – the Slim Tee (available from XS to 3XL) and the Classic Tee (available from S to XL). Prices range from $31.00 – $35.00 CAD for infant and youth sizing and $42.00 CAD for adults.   

Photo by Trish Mennell Photography

The mini mioche Family Pride Collection is available at minimioche.com.