SITC <3'S Goatmilk

Roland is a photographer (and I am his agent and producer) and travels a lot. Whenever he would shoot in Europe I would have him buy underwear for my son. An odd request, but it was the quality and aesthetic that I remembered from my childhood that made me yearn for these classic basics for my own children. By the time my second son was born, what had started as the occasional souvenir had now become a necessity. Eventually, the idea caught on with several of my mom-friends and, before he knew it, Roland was practically taking orders for children’s underwear each time he embarked on a trip.

We then decided that there were enough people who felt the same way about children’s clothing and decided to start a line.

Roland was in the elevator of his apartment building with his 2 dogs and a friend. A woman walks into the elevator, looks at the dogs, looks at Roland and blurts out one word, “goatmilk.” She looks at Roland, then looks to his friend and doesn’t get a reaction. She asks if they speak English. Meanwhile, they have no idea why she is shouting “goatmilk” in an elevator to strangers. She then explains that he should give the dogs goatmilk because it gives them a shiny coat.

At that point we already had a name, but we were not crazy about it. When Roland told me the story, it immediately clicked and thought it would be perfect for the line.