OUR STORY
It started when I became a mother.
A letter from Rumi, founder of HER
I remember standing in a girls' clothes shop, holding a top in size four.
It was cropped. It had a slogan I wouldn't wear myself.
And I thought — she's four. Why does this exist?
Before I had my daughter, I had never really looked at girls' clothes. After, I couldn't stop seeing them. The way girls' clothes borrow from adult fashion. The tight cuts, the grown-up words, the quiet message that she should look a certain way — long before she even knows what that means.
“Why can't girls have clothes that celebrate their childhood — instead of rushing them out of it?”
I've spent years working in education, around children and the people who care for them. So I did what I know: I read, I listened, I asked questions. I talked to other mothers, and so many of them felt the same thing and had simply given up looking.
I love pink. I love pretty. I love bows and ruffles. I just want them to belong to her age.
SO I STARTED HER
Clothes made for her age.
HER is everything I was looking for and couldn't find.
Soft 100% cotton that feels good against her skin.
Shapes she can run, climb and sit cross-legged in.
Pockets for stones, shells and other treasures.
Clothes she can put on by herself, and go to the toilet in without help.
And colour — lots of colour — because girls love every colour — not just pink.
Nothing too tight. Nothing too grown-up. Nothing that asks her to be anyone but herself.
DRAWN BY A GIRL
The best designer I know is nine years old.
Our Imagination prints begin with real drawings by my niece. Boats over a golden sea. A bunny best friend. Rainbows, cacti with hearts, a little mushroom world.
We keep her lines exactly as she drew them — wobbly, joyful, imperfect — because that is where the magic is.
When a girl sees her own kind of drawing on her clothes, something changes. She feels seen.
So we'd love to see your daughter's drawings too. One day, one of them might become our next print.
MADE BY FAMILY
Made with care, in small batches.
HER is made in Türkiye, together with my father's company — a family with years of experience in business. Every piece is made in small batches, from 100% cotton, and safety-tested for little girls: no cords, no loose parts, no scratchy labels.
It is a small brand, and I want it to stay human. When you write to us, you'll be writing to me.
- 100% cotton
- Small batches
- Made in Türkiye
- Safety-tested
To the mother reading this —
You don't have to choose between pretty and practical, or between what she likes and what feels right to you.
Let her play. Let her get messy. Let her be her age, for as long as it lasts.
Let her be her age.
With love,
Rumi