Getting to Know: Natalie from Children's Fashion and Footwear Brands Crywolf and Pretty Brave

​I’m excited to introduce you Natalie, who is not only the creator of one amazing New Zealand brand, but two! Pretty Brave is a gorgeous footwear brand stocked in over 250 countries & Crywolf is an outwear brand designed to get kids back into the great outdoors! Let’s meet Natalie.

Tell us a little about Pretty Brave & Crywolf: 
Pretty Brave is a creative footwear brand from New Zealand, designed for little ones and parents with style. Each season we release new collections that are adventurous, fashion-led and always original. We partner with podiatrists to ensure the ultimate fit and are focused on being there for every step of a child’s journey as they progress through the stages of walking. Stocked in over 250 stores from Bermuda to Belgium, Pretty Brave is fast becoming the footwear brand of choice for children aged 0-5 years. 
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Crywolf is the outerwear brand for kids that want to play! Our founding vision is get kids outside to the greatest playground there is - the great outdoors. We provide them with high performing and fun products to do so. With a focus on sustainability, we design quality products that will stand the test of time and anything else adventure loving kids will throw at them. Our growing collection has the Crywolf child ready for the elements, including 100% waterproof Play Jackets, packable Puffer Jackets, the innovative Magic Jacket (featuring a magic print that appears when wet) and natural rubber Rain Boots. In 2021 discover our new accessories range of Beanies, Back-packs and umbrellas, as well as Reversible Vests and Organic Cotton Sweaters. 

How did you get started?
The journey of Pretty Brave began in Valencia, Spain, where I lived for 5 years with my family from 2010. I wanted to bring something back to New Zealand that the Spanish were renowned for. I love shoes and I knew there was a gap in the market for quality, fashion inspired children’s footwear. I would pack my kids in the car and drive south to the heart of the Spanish shoe industry and literally door knock and introduce myself in Spanish, as a girl from New Zealand who wants to make baby shoes. The journey took me around the world and eventually back home in 2014 where Pretty Brave was launched.  

The concept for Crywolf began in 2017 when we were living in Bermuda for the America’s Cup sailing regatta. I was managing Pretty Brave remotely with an amazing team back home, and in between living an island lifestyle and supporting the racing, I began sampling rainwear. I had such a clear vision of an outerwear brand for kids and knew there was a real opportunity. The first samples started arriving in to the tiny island store and I started talking to people about my idea. To set up a whole second brand on top of Pretty Brave was possibly a moment of madness, but I was encouraged by friends and just went for it!

Where did your business name come from?
These are the words we often used with our children Skye and Blake, when we threw them into Spanish schools and language. They constantly inspired me with their resilience and ability to overcome any challenges. I would often say to them “Aren't you pretty brave!” 

The inspiration behind Crywolf comes from a tongue’n’cheek tribute to the underdog. In children’s stories the wolf is always made out to be the bad guy, but I think he is just misunderstood! The Crywolf brand is playful, unique, intelligent and devoted to the family pack - just like the wolf. 

My first creation was…
Pretty Brave: A shocking pair of blue suede moccasins. 
Crywolf: A waterproof Play Jacket that has become our signature product.

Currently, binge-watching…
Anything European crime drama.

Best business advice you’ve received…
When the going gets tough my husband Tim reminds me “If it was easy everyone would do it!”.

Favourite piece in your current collection…
I can’t wait for the new Pretty Brave child sandals to launch this summer. Designed alongside podiatrists and produced with our manufacturing partner in Indonesia, the Frankie and Rocco Sandals feature a padded insole and supportive heel to create the ultimate combination of style and comfort. 

My favourite Crywolf product is the Magic Jackets that launched this season in 2 colourways. A special print comes out in the rain and I love how it encourages kids to play in the rain and it captures what the brand is all about.
Summer or Winter?

Summer girl at heart, although with Crywolf being a winter brand, I am certainly partial to a good rainy day!

My home is…
My happy place.

Every morning I…
Get coffee beans grinding and light a fire.

Last book you read?
Roboot, by Jodie Fox (Founder of Shoes of Prey). An honest and inspirational read about the highs and lows of building a global business. The first half about her footwear journey could almost be my autobiography.

If you could collab with anyone who would it be?
Collab-ing at the moment with beautiful women’s brand Beau Coops - launching next April 2021. Crywolf would like to collab with Pretty Brave of course!

Dream holiday destination…
I often say I left half my heart in Spain, so take me back to dear friends, the best food and wine and the crystal clear waters of the Balearic Islands.

A big thank you to Natalie for taking the time to complete my questionnaire – I loved getting an insight into her creative mind! If you’d like to know more about Pretty Brave or Crywolf, please contact me for more information about these and many more kids fashion wholesale options here at Knee High Agencies.