Meet The Labels: Hunter+Boo, Motherswork, Baby Style Icon

Hunter+Boo, Motherswork & Baby Style Icon.

Get to know the vendors who will be showcasing their wares at this installation of Keepers Playground of Infinite Happiness: Child’s Play over the weekends of 27 to 29 July and 3 to 5 August.

This year is extra special because a whole level has been lovingly curated for all the wonderful mums and kids out there.

Support the local businesses and talented individuals who’ve come so far with socially-conscious ethos and brilliantly creative designs to captivate and inspire all – always with you and your family held very close to heart.

The lovely Beth Medley of Hunter+Boo shares how motherhood and having her twins inspired her entrepreneurial journey into an ethically made clothing line for babies and children. Tell me, how darling are the prints?

Tell us about your business.

Hunter+Boo is a modern, ethical baby and children’s wear label that doesn’t compromise on style or personality.

The label was founded by my sister Sarah and I who combined our love of nature, art and fashion with a desire to improve the lives of those who produce the collection.


Our first collection was launched in October 2017 on the third birthday of my twin son and daughter (who the brand was named after!). 

What is the story behind your business?

My step into motherhood was a personal trigger to make some fundamental choices about the kind of world I wanted for my children to grow up, one mindful step was to buy ethically produced, organic products for them. 

With Sarah’s background in buying, we decided to launch a brand which aimed to bridge the gap between a traditional ‘green’ aesthetic and modern design.

All our garments are made ethically in Sri Lanka using 100% organic cotton and eco-dyes. 

What keeps you passionate?

I am super passionate about ethical fashion and feel excited that the fashion industry is waking up to the need for more transparent supply chains.

This is one of our core values at Hunter+Boo and something I strongly believe in. Hunter+Boo proudly participated in this year’s annual Fashion Revolution Week Campaign, a hugely important initiative to raise awareness for garment workers and promotion of transparency in the industry, set up in the wake of the 2013 Rana Plaza tragedy, where Bangladesh garment factory collapsed killing 1,134 people and injuring 2,500.

All players big or small within the industry need to accept their part in helping to improve transparency and it’s hugely motivating to be championing this ourselves.

Where do you find inspiration?

We have a fundamental belief that our clothing at Hunter+Boo should offer season-less style and our first collection offered a capsule of simple, stylish staples.

We are already being recognised for our signature bold, oversized, unisex prints which are all designed in-house and take inspiration from many sources of personal artistic influence: colour palettes drawn from the richness of nature and island-living in Singapore, or hints of a historical flavour from Victorian and Japanese art.

And of course, I can’t help but find inspiration daily from my twin son and daughter who are the reasons I started the brand.

What sets you apart in your industry?

Hunter+Boo is a young label but we set out from the beginning to be a brand of action building the business on a set of firm ethical foundations. 

This is reflected throughout our entire supply chain starting from the moment fabrics have been chosen. We strive to continually learn and improve our practices with the aim of leaving as small a footprint as possible on our precious planet.

What can we look forward to from you at Keepers Playground of Infinite Happiness?

We are massively excited to be part of this year’s Keepers Playground of Infinite Happiness and can’t wait to share some great deals on our signature 100% organic cotton kids wear range, plus don’t miss our beautiful organic skincare lines, Clary Collection from the USA and BasiK Organics from Australia. 

Where can we find you?

Online at Hunter+Boo, or via our lovely stockists in Singapore: Motherswork, The Children’s Showcase and The Playfair.

Through sheer desire and determination to find out what was available to a new mum and her precious baby, Sharon Wong of Motherswork set out on a world-wide hunt for the very best, setting her on a path to becoming the accidental entrepreneur.

Tell us about your business.

Motherswork is a ONE-STOP total shopping experience and delivers only the best, tried-and-tested products for parents as they journey through every moment and milestone with their children.

What is the story behind your business?

My entrepreneurial journey began when I was pregnant with my first child. I was obsessed with finding decent maternity clothes, the coolest baby stroller, the safest car seat, the perfect milk bottle – you name it, I wanted it.

So I searched the world over and was so overwhelmed by the maze of baby products out there. No one had bothered to help first-time mothers understand and compare what we need to raise our baby, not just any baby; our baby!

By the time I was pregnant with my third child, I had a portfolio of brands from around the world. And I became the accidental entrepreneur.

What keeps you passionate?

Seeing an empty space come to life – I am constantly redecorating stores in my mind or charting down the look of a corner that I like – and since I became obsessed with finding the safest products for my babies, I discovered my passion.

Creating a shopping experience to deliver the best baby products to parents has kept me passionate about my job for 20 years.

Passion, passion, passion!

Find that passion inside you, believe in it and go. Once you press go navigate, adapt and change – life of an entrepreneur.

Where do you find inspiration?

I am most inspired when I travel and meet different people from different cultures. 

What sets you apart in your industry?

At Motherswork, service in helping parents make informed decisions on the right product for their baby is what we sell. The product is what we deliver. 

By offering exceptional customer service experience in the late 90s,  somehow managed to differentiate Motherswork and allow us to compete against the big companies and put Motherswork on one of the biggest baby retail market in the World – China.

What can we look forward to from you at Keepers Playground of Infinite Happiness?

Motherswork brings together the best of everything you need for your baby. 

At Keepers, we bring our curated collection of toys and Singapore baby brands. We will be offering “Keepers to Door”, where mums can shop on their phone and have the products delivered to their doorsteps in two hours. 

Where can we find you?

Online at Motherswork, Great World City, I12 Katong, Compass One and Tanglin Mall.

The underwhelming selection of boys fashion inspired, mum of boys – business powerhouse and philanthropist, Tjin Lee of Baby Style Icon to create this unique line of fashion for boys and home of the Swagasaurus.

Tell us about your business.

Rad kids fashion for swag boys and girls, home of the original Swagasaurus suits!

What is the story behind your business?

We decided to create a rad collection of threads bringing together street trends and fun fashion, targeted at boys. There was a nice (selection of) fashion for girls, and but few choices for unique pieces for little boys – Baby Style Icon was born.

What keeps you passionate?

Creating and curating clothes that little boys love to wear, based on trends both kids and parents love: Game of Thrones, Ninjasaurus and K Boys with K Sisters (Korean style)!

Where do you find inspiration?

We are mums of boys! We’re inspired by our own rad little lads, and the threads they love to wear.

What sets you apart in your industry?

Our clothes are truly unique, and we focus on little boys wear. You won’t find anything basic in our collections, it’s always fashion with a twist!

What can we look forward to from you at Keepers Playground of Infinite Happiness?

Ninjasaurus, new styles from K Boys and collectibles from our Hansel x Baby Style Icon Collection.

Where can we find you?

Online at Baby Style Icon.

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