Arriving in kids fashion-land in 1991 after ten years of creating some of London’s most decadent parties, under the mantle of Pushca, Ric & Deborah then spent the next two decades building the no added sugar brand.
Saying goodbye to the brand in 2018 presented a fortuitous opportunity to reflect and consider what the next adventure should be. Taking the metaphoric clean sheet of paper they have devised a new story - that story is The Middle Daughter.
The Middle Daughter is exclusively a girls wear brand for ages 2 -14 years. The concept is to create fashion-forward pieces with a minimal aesthetic, offering a modern wardrobe for the fashion-savvy girl.
The distinctive handwriting of the former brand will be evident yet imbued with this pared-back spin, as is the mindset; less obsessive about building an empire and more inspired to unleash this new girl with lashings of mischief!
Sign up to our newsletter
Subscribe to our mailing list and we’ll keep you posted with all our news and special offers.