It is time to say goodbye to SHRUNK for the foreseeable future.
Although SHRUNK will no longer exist, I hope the message I tried to convey will remain. We need to change the way we view childrenswear and, to be honest, clothing in general. The planet can no longer support the way we have been mindlessly consuming.
Children’s clothing is not disposable. We don’t need to buy cheap clothes because our kids are going to get dirty. We can spend a little more time and effort washing them, mending them and looking after them. Consciously produced and quality clothing can be passed down or sold via consignment stores. Let’s think about the fabrics we are buying our kids and where they are being made. These values need to be instilled from a young age.
I know it seems hypocritical given SHRUNK was in the end a ‘fashion’ brand contributing to the problem. But I always come back to what Nicolaj Reffstrup of Ganni said “Fashion is here to stay and I might as well stay in it and then do better than most of my peers when it comes to responsible behaviour.” This is what I tried to do with SHRUNK.
The website will remain live (with 50% off everything) until Friday 30/5/25 and you can stay connected with me via Substack.
Myra xx
A little update on our Instagram presence…
I’ve decided to pull back from social media and the need to post regularly. The hustle to constantly create content only to be hidden between paid advertisements doesn’t feel like a worthwhile use of my time.
The website remains live for now. And you can sign up to our newsletter to receive updates.
I love what I’m doing with SHRUNK and the people I have met and the brands I showcase. And most importantly the story and the message I am trying to tell.
I will share things that feel natural from time to time and endeavor to up the ante on Substack.
Myra x
SHRUNK’s purpose remains to create modern day heirlooms that place aesthetics, quality, and ethics in equal merit at the forefront of their designs. These are more than just items, the pieces are crafted deliberately with care and embody a commitment to instilling more sustainable consumption values in our future generations.
SHRUNK brings together 3 pillars - COLLECTION, COLLABORATION and SHOP.
~ Collection ~ Locally made small batch collections, consciously produced and intentionally designed to become modern day heirlooms that are passed down for generations.
~ Collaboration ~ Here you will find one off pieces made in collaboration with other ethical fashion labels. These designs further symbolise SHUNK’s commitment to lasting quality, aesthetic and story.
~ Shop ~ A curated selection of products from other like-minded brands who further embody our ethos and philosophy of sustainability, quality, aesthetic.
As I say goodbye to SHRUNK for now, I want to give a big shoutout to all the people - mostly mothers - with whom I connected over the last couple of years. This has been, without a doubt, the best part.
At the start of this month I was invited to a long lunch and overnight stay @lancemorehotels in Milawa. A mini retreat hosted by @inbedstore@lancemorehotels@rationale and @imbibeliving Aside from the hotel being incredible and the high country providing the perfect backdrop - there is something magical about the morning and evening light up there - it was a chance to meet women I have both admired from afar and connected with virtually.
It can be difficult meeting new people as we get older and especially meeting people we actually like! This experience was quite the opposite and it wouldn’t have come about had I not started SHRUNK.
❤️ @amberfletcherphoto
Our Heirloom Shirt. Another piece inspired by my Great Aunt. She would often make us pinafore style dresses and she would always make a shirt to go under them. Actually, at 95, she is still making herself shirts!
When I told her about SHRUNK and took some of the pieces to show her, she asked if I was going to be doing French Knots on the collar… I told her I wouldn’t, and that I didn’t know how to do a French Knot. She seemed bemused by this. They are so easy she told me.
We still have a few of these shirts left online before we say goodbye next week. Although they don’t have French knots, I still think they are such a good piece. They can be worn with the buttons at the front or the back, open or done up.
One of our first collaborations - the @pennysage Trouser.
Kate (designer/founder @pennysage ) and I have known each other for well over 10 years and have worked together in different ways during that time. Her garments are all incredible using beautiful, considered fabrics and when the idea for SHRUNK started to form I knew I wanted to use fabric off cuts from designers I knew.
Initially I wanted to do a hat because it could be made with the smallest off cuts but Kate suggested pants as it was something she had been making for her son over the years and it was the only thing he liked to wear.
Because we used remnant fabrics each piece had to be cut by hand. Usually in production the fabric is layered together and cut as a bundle but we couldn’t work like that. It meant many more hours of cutting and a bit of a headache in working out size runs. But it meant we could offer you a product made in premium 100% cotton making use of the smallest off cuts. It must be said, Kate would not have thrown out her remnants, they would have been used in sampling or smaller items for @pennysage .
This image is from our first shoot in Castlemaine with my daughter and SHRUNK muse Fox.
I have been so humbled by all your orders! But especially by the messages, emails and DM’s of support.
I wanted to spend the next couple of weeks sharing some of my favorite images and the stories behind the garments.
Our Heirloom Dress was a foundational piece for SHRUNK. The design came from a dress my mum had archived from my childhood that my Great Aunt had sewn and embroidered by hand - including overlocking the fabric edges with a needle and thread.
This original dress is in perfect condition more than 35 years later. It easily washes in the machine, doesn’t need an iron and has fitted my daughter from 15 months till 4 and counting.
Pictured is our Tangerine Stripe Heirloom Dress and the original on my daughter for the first time at 15 months.
We still have a few of these online.
X
~ SHRUNK collection & collaboration SALE
To celebrate our transition into what John Keats called ‘then season of mists and mellow fruitfulness’ we are offering 30% off our Collection and Collaboration pieces* until midnight Monday 10th March.
Discount Code - Ode to Autumn
Excludes ‘Made to Order’
~ SHRUNK collection & collaboration SALE
To celebrate our transition into what John Keats called ‘then season of mists and mellow fruitfulness’ we are offering 30% off our Collection and Collaboration pieces* until midnight Monday 10th March.
Discount Code - Ode to Autumn
Excludes ‘Made to Order’
~ SHRUNK collection & collaboration SALE
To celebrate our transition into what John Keats called ‘then season of mists and mellow fruitfulness’ we are offering 30% off our Collection and Collaboration pieces* until midnight Monday 10th March.
Discount Code - Ode to Autumn
Excludes ‘Made to Order’
~ SHRUNK collection & collaboration SALE
To celebrate our transition into what John Keats called ‘then season of mists and mellow fruitfulness’ we are offering 30% off our Collection and Collaboration pieces* until midnight Monday 10th March.
Discount Code - Ode to Autumn
Excludes ‘Made to Order’
~ SHRUNK collection & collaboration SALE
To celebrate our transition into what John Keats called ‘then season of mists and mellow fruitfulness’ we are offering 30% off our Collection and Collaboration pieces* until midnight Monday 10th March.
Discount Code - Ode to Autumn
Excludes ‘Made to Order’
