OUR STORY

A little attitude. A lot of heart.

Hi, I'm Suzy. Brisbane mum of two, business graduate, MBA holder and, somewhat unexpectedly, founder of a kids' streetwear label.

Before Little Baddie, I spent years working alongside CEOs and running other people's busy lives. Somewhere between corporate life, becoming a solo parent and raising two very different little personalities, I made a quiet promise to myself.

The next chapter was going to be on my terms.

I wasn't entirely sure what that looked like. But I knew I wanted to build something of my own. Something creative, something meaningful, and preferably something that didn't involve answering to another man in a boardroom.

As it turns out, the inspiration was right under my roof.

My daughter Isla had developed a style all of her own. She loved fashion, designing T-shirts on Canva and putting together outfits that didn't necessarily follow the rules. And I was discovering just how difficult it was to find clothes for girls growing out of traditional kidswear but not quite ready for teenage fashion.

Then came the mythical-creature party.

While everyone else arrived as mermaids and fairies, Isla appeared as what she called a “baddie, slay fairy.”

Johnny Cash tee. An outgrown floral skirt. Blundstone boots. A little sparkle around the eyes.

Coachella-ready at seven.

And just like that, LITTLE BADDIE had a name.

But the idea behind it was bigger than clothes.

I wanted to create the kind of label I wished existed for girls like Isla. Fashion-forward without trying to make them grow up too quickly. A little edgy, a little unexpected, but always playful.

A brand that celebrates girls who are sporty and stylish, strong and sweet, confident and kind. Because they shouldn't have to choose.

Today, little BADDIE is our little piece of Brisbane-born streetwear — inspired by the girls who know what they like, aren't afraid to be different and are still figuring out who they want to become.

A little rebellious. Never unkind.

Cute vibes only.

Suzy, Isla & Freddy x

Founders, LITTLE BADDIE