Coco Business Inspiration : Little Villains

Little Villains is an Australian based urban apparel line created by kiwi mum of two, Tiffany Morris, styling kids Worldwide since 2012.

Influenced by hip hop culture and current trends in adults streetwear, Little Villains combines comfort and style to create exclusive designs that ensure your minis outfit is always on point. Here at House of Coco we had to find out more about this brand so we went behind the scenes. Here’s what they had to say…

When did you launch the brand and what was the reason behind it?
I launched Little Villains back in 2012 after the birth of my first son as I struggled to find a cool edgy alternative to the cute baby blue clothing available at the time.

Whats your background?
My background is in banking and finance so starting my own clothing label was a huge change for me but I’d always wanted to work in fashion design, I just never thought it would be kids fashion.

How many people are involved in the company and what are their roles?
I personally manage everything from design and fabric sourcing to customer service and warehouse management. Then we have our amazing patternmaker and seamstresses who bring the range to life.


If you could start over with the business, would you do anything differently?
Not coming from a fashion/retail background has made everything a bit more of a challenge but I don’t think I would do anything differently, it means I’m always learning something new.

What is the hardest challenge you have faced since you started the company?
I think the hardest thing has been trying to find that perfect work/life balance while running a business from home. Also staying motivated while pregnant, that was a massive challenge!

To date, what has been the highlight since launching?
There’s been a few but most recently our range was featured in Vogue magazine and the son of Denver Broncos Emmanuel Sanders was photographed wearing our joggers at the NFL Pro Bowl parade at Disney World. I was so stoked they chose to wear our brand to such an important event.

Which city do you feel most at home in, London, Paris or New York?
I’m more of an LA kinda girl.


Three beauty products you can’t leave the house without?
Setting spray (absolute must have in the Aussie heat), bronzer and lip balm.

Style means….?
The freedom to express yourself through fashion.

Statement shoe or statement bag?
Adidas Superstars.

If you had to, what piece of clothing from your wardrobe would you wear everyday?
Playsuits are life, I could literally live in any one of them.

Most memorable piece of advice given to you?
Simple advice, work hard and be nice to people.

If you could spend 24 hours in anywhere in the world, where would it be?
Tayrona National Park in Colombia is my all-time favourite place.

In future, how do you plan on expanding the company?
I’d really love Little Villains to become a one stop shop for streetwear catering for both kids and adults apparel, shoes and accessories.

Find out more…
You can find us at

Facebook – Little Villains Clothing

Instagram – @littlevillainsclothing

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