My sister Caroline and I started Rock Your Baby in 2002 after my son Oscar was born and I noticed that none of the babywear then currently available really reflected our sensibilities as young, inner city, rock n roll loving mothers, or the aspirations we had for our children. So Caroline and I decided to start making our own. We wanted our clothes to have, instead of cuddly bears and princesses, a distinct pop flavour, to reflect what we thought, was funny, and kind of cool, and also to allow our children to actively participate in the excitement and fun of the fast-paced, referential culture they had been born into. Let’s face it, being a parent isn't all joy and wonder, so it's also our hope that Rock Your Baby can add a frisson of fun and irony to the modern parenting experience, allowing the grown-ups to play with their world, and conventional expectations, in a way that very gently and humorously shakes things up a little.