When Nicole Eblen started thinking about her kids’ wardrobe, she felt frustrated. “There were so many beautiful kids’ brands, but at the time they were out of our budget.” Four years, three kids and countless shopping trips later, Cubs Closet was born: a kids’ clothing label made with parents and little humans in mind.
“It all started as a joke,” Nic says. “I joked that we should start our own label, thinking, ‘It can’t be that hard’.” By bedtime she had a business plan written. When she showed her husband, he looked bewildered: “Oh… you were serious?”
At its core, Cubs Closet exists to remove the trade-off many parents feel. “I genuinely feel guilty shopping at fast fashion brands, but I also can’t afford to deck out my kids’ wardrobe with the type of clothing I want.”
“Ethical, sustainable, good quality kidswear should be for everyone, not just those who can afford it.” The brand balances timeless design with real-world kid-proofing; clothes that survive climbing fig trees, trampoline flips and the occasional dried Weet-Bix disaster.
The kids play a big role too. They test samples, weigh in on colours and fabrics, and put every piece through its paces. “They are very thorough quality control checkers. If clothes don’t last a week with them, they get the boot.”
Running the brand alongside part-time work and three children under five is, in her words, “Chaos. Pure chaos.” Still, the reward sits close to home. “Hearing my kids get excited when we pull the clothes out is so incredibly special.”
For parents shopping for better basics, Nic recommends OEKO-Tex certified fabrics and natural fibres woven in long strands, advice that has guided her late-night idea into a brand shaped by real kids, real mess and real life.
Find out more: cubscloset.com.au | @cubscloset_au
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