About Slowly
As parents, we felt the constant pressure to do more, buy more, and move faster. But we believe the best moments happen when we slow down.
Sticky fingers, belly laughs, outside voices, and days that don’t fit neatly into a schedule. Slowly was created to support those moments, not interrupt them.
Buy less, but better
Choose pieces that last beyond one season
No trends or gender in mind
Feels good to wear, and good to keep
Meet Sharon, Mitch, Rylee + Emmy
Slowly is a family-run brand, created by us — Sharon and Mitch — and shaped by life with our two children, Rylee and Emmy.
Becoming parents didn’t come easily. Rylee was conceived through IVF, a journey that changed how we think about time, patience, and what truly matters. Welcoming Emmy later on only deepened that perspective. A quiet reminder to honour the pause and not rush what’s unfolding.
Slowly grew from this lived experience. From the long days and short years. From noticing how quickly children outgrow not just clothes, but moments. And from wanting to create something that supports families to slow down, rather than keep up.
Every decision behind Slowly is filtered through real family life. The mess, the joy, the hand-me-downs, and the everyday moments that often mean the most.
How we do things
Every Slowly piece starts with wearability in mind.
Our designs are created in New Zealand and shaped by real life with kids, not runways or fast-moving trends. We focus on oversized fits, comfortable fabrics, and styles that mix and match easily, so getting dressed stays simple.
We choose to work in small quantities, producing thoughtfully rather than frequently. This gives us the freedom to stay flexible, reduce waste, and make decisions with intention instead of pressure.
Our approach is slow by choice: limited runs, timeless silhouettes, and a focus on longevity over launches
It means we don’t always have everything, all the time, and that’s okay. We’d rather make pieces that last than rush what comes next.
Sustainability at Slowly
From the fabrics we choose to the way we produce in small runs, we’re committed to making decisions that are kinder and more considered. We’re by no means perfect, but we’d love to share what we’re doing to get there.
If you’d like to learn more about the materials we use and our approach, you can explore that here.
