It Was Never Part of the Plan

Starting a kids’ clothing brand wasn’t something we dreamed about. We didn’t sit around in meetings or map out big dreams on a vision board. Just us — two regular parents — trying to dress our kids in clothes that actually worked for their wild little lives.

But time after time, we found ourselves frustrated. Shirts that were too tight, dresses that itched, prints that didn’t feel like them… and don’t even get us started on the shrinking after one wash. We weren’t looking to build a brand — we were just looking for better clothes.

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The Moment It All Changed

It happened one afternoon, during lunch. Our daughter — in a juice-stained tee that didn’t even cover her tummy — looked up and said, “This shirt is itchy.” It was such a simple comment, but it hit us. Why was it so hard to find clothes that felt as soft and playful as our kids?

We searched high and low. But nothing quite felt right. And honestly? We were tired of settling.

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Our Kids Became Our Creative Directors

If you ask us who really started Numtum, the answer is easy: our kids.

They were our first product testers, our style advisors, and our toughest critics. They told us what colors they liked, which prints felt “cool,” and what fabrics made them want to take their clothes off in the middle of the living room. (Relatable?)

So we listened — really listened. And we created pieces with:

• Soft, breathable fabrics
• Stretchy fits for movement and growth
• Styles that feel fun, bold, and totally kid-approved
• And yes — lots and lots of pockets

Because kids don’t just wear clothes. They live in them.

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How “Numtum” Happened

The name? That’s a funny story.

It came from a mispronounced word during one of our bedtime story nights. Our little one said “numtum” instead of something else — and we all cracked up. The word stuck. It felt playful, sweet, and a little weird (just like parenthood).

It felt like us.

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More Than Just Clothing

For us, Numtum isn’t about chasing trends. It’s about creating everyday essentials that feel just right. Clothes that are made for jumping in puddles, nap-time snuggles, school day chaos, and birthday party sugar rushes.

We’re building a brand rooted in real life — the messy, joyful, non-stop world of raising kids.