Please tell us a little bit about Rock Your Baby.
Johanne and I started the label back in 2002 shortly after we started our own families. The core idea was in response to the pretty bland state of most kids fashion at that time – we wanted to dress our own kids in clothes that were fun and also play around with some pop cultural references that would give the clothing a bit of an edge… so we started designing our own babywear. The brand made its debut at the Bondi Beach markets.

And we'd love to know a little bit about you…
Well, I’m married with two lovely daughters, Lola (9) and Edie (7) and Johanne is also married with three gorgeous boys, Oscar (7), Johnny (3) and Marco (2). Apart from meeting the challenge of running a successful business and bringing up the kids, we use whatever free time we have to indulge some of our vices – pop/trash culture, music and travel. We’re a pretty tight-knit family and hang out a lot together.

What inspires your designs?
Johanne and I co-own RYB. As well as being business partners, we’re sisters and next-door neighbours. We’ve always been very close and this now extends to our children, who are growing up more as siblings than cousins. Our kids inspire us creatively and I think that’s reflected in the work we do at RYB.

We’ve also always found plenty of inspiration from all forms of visual culture – anything from Japanese prints and ‘old skool’ tattoo designs through to iconic images that resonate with anyone who has lived through the late 20th and early 21st centuries.

What's been your most exciting/fulfilling/wonderful moment since launching RYB?
There have been many… one that stands out was our first major international distribution deal in Japan. It vindicated our confidence in the quality of the brand and demonstrated that the Rock Your Baby label stood out amidst the hundreds of brands out there competing in the often ‘cut-throat’ world of kids fashion.

Are RYB products available elsewhere in the world?
Yes, as well as stockists throughout Australia and New Zealand, RYB is now in the Middle East, Indonesia, Europe, and the US. We also have distributors in the UK, Japan and Israel and have just signed with an agent in the US.

Do you have a favourite product?
We still have a sentimental attachment to some of the early, ‘classic’ designs that made the brand such as our iconic AB/CD t-shirt. More recently, we’ve earned our stripes as a more sophisticated fashion label with designs such as the ‘Audrey Dress’ and our denim, which is a sell out every season.

How would you describe your own personal style?
Our personal style chimes pretty well with that of the brand - jeans and t-shirts. Most mornings, it’s whatever we find on the bedroom floor as we scramble to get the kids up, dressed and fed for an 8.30am school start.

Favourite travel destination?
Johanne and I just returned from a trip to London and Shanghai, so at the moment, it’d be a toss up between Shanghai, London and Japan.

What's your favourite find right now?
A range of fantastic retro fabrics that we found in Shanghai that we will incorporate into our Summer 2011 range.

What are your Top 5 desert island must haves?
Our families, cable TV, chocolate, as many trashy magazines as we could get our hands on and a sea worthy vessel to make good our escape.

As a child, what did you want to be when you grew up?
I wanted to be an archaeologist and Johanne wanted to be an artist.

What movie have you recently seen and loved, what book have you recently read and enjoyed and what food can you not get enough of right now?
We enjoyed Tarantino’s Inglorious Basterds; we fought over a copy of Dead Famous on the plane, a gossipy anthology full of tales of the last days of celebrities; and on the food front, it’d have to be the tea-smoked ribs from Hakkasan Restaurant in London.