Interview by Aude Camus
I’m not what you’d call an eco-warrior — far from it. I still have a long road ahead if I want to live a fully sustainable lifestyle. But motherhood changes you. Suddenly, you’re thinking about the food your kids eat, the products you put on their skin, the clothes they wear, and the world they’ll inherit. And somewhere along the way, “choosing better” starts to feel less like a trend and more like a responsibility.
That’s why I tend to gravitate toward brands that make sustainability accessible, honest and stylish — without the guilt-trip. And MiliMilu is one of them. Founded by Hong Kong–based mum and entrepreneur Linda Morrison, the brand has grown into a trusted name for sustainable kids’ clothing, ethical womenswear, and thoughtful “mommy & me” collections that feel personal, authentic and grounded in real values.
Linda’s story is as heartfelt as her designs — shaped by her childhood in Latvia, her son’s eczema journey, the pandemic, and a very simple but powerful question: “Are the people who made my clothes happy?” Here, she opens up about her creative path, the challenges of building a sustainable brand in Asia, and what it means to be a woman entrepreneur in Hong Kong today.
I’m not what you’d call an eco-warrior — far from it. I still have a long road ahead if I want to live a fully sustainable lifestyle. But motherhood changes you. Suddenly, you’re thinking about the food your kids eat, the products you put on their skin, the clothes they wear, and the world they’ll inherit. And somewhere along the way, “choosing better” starts to feel less like a trend and more like a responsibility.
That’s why I tend to gravitate toward brands that make sustainability accessible, honest and stylish — without the guilt-trip. And MiliMilu is one of them. Founded by Hong Kong–based mum and entrepreneur Linda Morrison, the brand has grown into a trusted name for sustainable kids’ clothing, ethical womenswear, and thoughtful “mommy & me” collections that feel personal, authentic and grounded in real values.
Linda’s story is as heartfelt as her designs — shaped by her childhood in Latvia, her son’s eczema journey, the pandemic, and a very simple but powerful question: “Are the people who made my clothes happy?” Here, she opens up about her creative path, the challenges of building a sustainable brand in Asia, and what it means to be a woman entrepreneur in Hong Kong today.
What inspired you to start MiliMilu?
Fashion has always been a passion — not just the clothes, but the stories behind them. Growing up in Latvia meant handmade pieces, natural fabrics and garments passed down through generations. Sustainability wasn’t a buzzword; it was simply part of life.
When I became a mum and saw my son struggle with eczema, natural materials became essential. During the pandemic, I realised how limited — and expensive — eco-friendly children’s clothing in Hong Kong was. That gap sparked the beginning of MiliMilu.
Was there a particular moment that pushed the idea into action?
Yes. My son once asked me, “Who made my pyjamas?” When I checked the label, he followed with: “Are the people who made them happy?” I had no answer. That moment stayed with me and shaped everything MiliMilu stands for today.
Why the name “MiliMilu”?
In Latvian, it means “LoveLove” — perfect for a brand rooted in love for nature, family and community.
If someone hasn’t heard of MiliMilu yet, how would you describe its essence?
Fashion has always been a passion — not just the clothes, but the stories behind them. Growing up in Latvia meant handmade pieces, natural fabrics and garments passed down through generations. Sustainability wasn’t a buzzword; it was simply part of life.
When I became a mum and saw my son struggle with eczema, natural materials became essential. During the pandemic, I realised how limited — and expensive — eco-friendly children’s clothing in Hong Kong was. That gap sparked the beginning of MiliMilu.
Was there a particular moment that pushed the idea into action?
Yes. My son once asked me, “Who made my pyjamas?” When I checked the label, he followed with: “Are the people who made them happy?” I had no answer. That moment stayed with me and shaped everything MiliMilu stands for today.
Why the name “MiliMilu”?
In Latvian, it means “LoveLove” — perfect for a brand rooted in love for nature, family and community.
If someone hasn’t heard of MiliMilu yet, how would you describe its essence?
We’re a sustainable fashion brand for women and children, built on natural fabrics, ethical production and timeless, practical style. We focus on organic, allergen-friendly materials, deadstock and recycled fabrics, transparency and slow fashion.
It’s about making thoughtful choices — for ourselves, our kids and the planet.
How has Hong Kong shaped your brand?
Hong Kong is incredibly dynamic, but there’s still a gap in stylish, sustainable kids and family fashion. Educating consumers about fabrics and their environmental impact is a big part of our mission. The city inspired me to make sustainability accessible and everyday — not intimidating.
What are the biggest challenges when sourcing sustainable fabrics in Asia?
Consistency, transparency and availability. Organic and upcycled materials are limited and more expensive. But demand is growing, and with education comes change. We’re slowly pushing suppliers to adopt better practices.
How do you balance style, quality, cost and sustainability?
It’s about making thoughtful choices — for ourselves, our kids and the planet.
How has Hong Kong shaped your brand?
Hong Kong is incredibly dynamic, but there’s still a gap in stylish, sustainable kids and family fashion. Educating consumers about fabrics and their environmental impact is a big part of our mission. The city inspired me to make sustainability accessible and everyday — not intimidating.
What are the biggest challenges when sourcing sustainable fabrics in Asia?
Consistency, transparency and availability. Organic and upcycled materials are limited and more expensive. But demand is growing, and with education comes change. We’re slowly pushing suppliers to adopt better practices.
How do you balance style, quality, cost and sustainability?
Timeless design and durability always come first. But yes, sustainable materials cost more, and profit margins are slim. We prioritise fair pricing over big marketing budgets — our community comes first. Quality and longevity are non-negotiable. A garment should last — ideally long enough to pass down.
Are Hong Kong consumers receptive to sustainability?
Absolutely — curiosity is growing. But there’s still a big educational gap when it comes to understanding fabrics, skin sensitivity and environmental impact.
Where do you find inspiration?
Nature, travel and adventure — especially when designing kidswear. Our new women’s collection “Places” is inspired by destinations and the emotions they evoke.
Your “Mommy & Me” pieces are a signature. Why are they important?
Are Hong Kong consumers receptive to sustainability?
Absolutely — curiosity is growing. But there’s still a big educational gap when it comes to understanding fabrics, skin sensitivity and environmental impact.
Where do you find inspiration?
Nature, travel and adventure — especially when designing kidswear. Our new women’s collection “Places” is inspired by destinations and the emotions they evoke.
Your “Mommy & Me” pieces are a signature. Why are they important?
Matching outfits add joy to family moments — especially during festive seasons. Our Christmas T-shirts, designed with my kids, are always a highlight.
Which piece are you most proud of?
Which piece are you most proud of?
Our reversible Paris dress. It took endless fittings to perfect a flattering silhouette on both sides — and yes, it has pockets. The linen-silk blend is beautiful.
How do you stay grounded as a founder?
Workouts, being in nature and spending time with my kids. My schedule isn’t perfect, but I honour busy seasons and slow seasons. Creativity often comes when I step back.
What keeps you motivated on hard days?
How do you stay grounded as a founder?
Workouts, being in nature and spending time with my kids. My schedule isn’t perfect, but I honour busy seasons and slow seasons. Creativity often comes when I step back.
What keeps you motivated on hard days?
Witnessing families opt for sustainable fashion without compromising style or comfort.
One simple habit everyone should adopt?
Ask yourself: How many times will I actually wear this? And for kids: choose natural fabrics — they’re easier to wash, softer on skin and last longer.
What’s next for MiliMilu?
Growing our collections, expanding retail partnerships, hosting more community workshops and collaborating with NGOs.
How do you see sustainable fashion evolving in Hong Kong?
One simple habit everyone should adopt?
Ask yourself: How many times will I actually wear this? And for kids: choose natural fabrics — they’re easier to wash, softer on skin and last longer.
What’s next for MiliMilu?
Growing our collections, expanding retail partnerships, hosting more community workshops and collaborating with NGOs.
How do you see sustainable fashion evolving in Hong Kong?
The movement is growing, but we need more government support, textile recycling solutions and consumer education. Organisations like Redress are doing incredible work.
Your “moonshot” dream?
A MiliMilu Hub — a creative space in Hong Kong for made-to-order pieces, alterations, workshops, community events, children’s activities and collaborations with local brands and NGOs. A space where sustainability becomes part of everyday life.
MiliMilu isn’t just another kids’ clothing brand in Hong Kong. It’s the story of a mum who wanted better for her family — and ended up building a movement that empowers others to do the same. Ethical, thoughtful, stylish and heartfelt, Linda’s vision is a reminder that sustainable fashion doesn’t have to be intimidating. It can start with a single choice — a softer fabric, a better question, a more conscious purchase. And as Hong Kong mums, those choices matter more than ever.