Today we’re talking to Daniel Silberstein, the founder of Mumzers, a kids’ clothing brand born from a love of styling playful, practical outfits for little ones. What started as a personal passion grew into a brand that celebrates boldness, fun, and real childhood.
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What inspired you to start a kids clothing brand?
I had an odd obsession of making and buying outfits for kids I knew. One day I was shopping in Athens and found a store with beautiful kids clothes at an affordable price, I was buying a lot of gifts for no reason when my friends I used to work in fashion with were like “Danny… Why dont you just start a brand.” And here we are.
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What does the name "Mumzers" mean, and how did you come up with it?
Mumzers was a word my parents used growing up to describe us when we were being rambunctious - mischievous, sharp, full of spark. A lovable troublemaker. When I started the brand, I saw that same energy in every kid on my inspo board. So I ran with it. Mumzers became more than a name, it became a brand built on boldness, wit, and being unapologetically yourself. The best part of being a kid.
Fun video of my mom explaining Mumzers here.
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How would you describe the Mumzers aesthetic?
Bold, Free-Spirited, Daring. A lot of fun!
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What values are most important to you when creating clothing for children?
Beyond great prints, we design every piece with one goal in mind: making clothes that are fun, practical, and above all, comfortable for kids. Every style is crafted with their comfort as the top priority, because while parents might choose it, the kid has to want to wear it.
We believe children’s clothing should keep up with their energy, which is why our pieces are built to be durable enough for everyday adventures. Our test lab? A group of kids running, jumping, and playing in them, if it passes their play test, it's good to go.
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What are some of the biggest influences, personal or professional, that shaped your approach to kidswear?
It started as a hobby, I loved styling outfits for my friends’ kids and constantly got feedback on what was practical and what wasn’t. One turning point was in Athens, where I found a kids’ store with amazing sets for 50 Euros. I was buying them for fun, sending them off to friends, until a friend from my fashion days said, “Why don’t you just make your own line?”
With Mumzers, I wanted to create a brand that felt playful, expressive, and honest prints adults would want to wear, and clothes that celebrate the chaos and joy of real childhood. Too many brands aim for pristine perfection; I wanted the opposite.
At our shoots, the kids are running wild. And when the clothes come back filthy, I know we nailed it. That’s what Mumzers is about, freedom, fun, and making sure kids actually want to wear what we make.
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What are your favorite pieces from your first collection?
From my very first colleciton, The amber bandana setzer (I may bring it back :) From this collection… The Nomad Dance.. I want it in my size.
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How does Mumzers prioritize comfort for kids without compromising on style?
Everything we produce is tested on kids, we ask them how it feels, which fabric they like better, we ask (and test) if they can run in the clothes, feel free to do whatever is on their mind!
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How does Mumzers make getting dressed fun and easy for both parents and children?
We make sets that are meant to be mixed and matched. Everything goes together, even if you dont think it will! We encourage kids to choose what they like style wise. We also have kids choose our fabrics (tell us which are most comfortable) so we know they
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What’s one surprising thing you’ve learned since launching Mumzers?
Never second guess your first instinct.
Shop Mumzers, now available at Meems!
