You know when you’re scrolling through Instagram and something catches your eye, causing you to interrupt your scroll and exclaim, ‘now, that’s deadly’? It’s great when something a brand does stands out amongst the white noise of the internet, and that’s what we found in The Mini Post Apparel’s new direction. And it’s all based around our own glorious use of the word, ‘deadly’.
We quote The Mini Post’s founder Orlagh on why her brand is spotlighting the word…
“In Dublin, ‘deadly’ is the highest honour you can bestow upon a person. Want to express admiration or delight in something? Then describe it as deadly. Want to give a new restaurant the thumbs up? Describe it as deadly. Want to make sure your new fella is into you? Make sure he thinks you’re deadly”.
Yes, we feel it is the most honourable compliment that (possibly) ever existed.
The Mini Post Apparel + Goods is one deadly brand. Offering a gorgeous t-shirt collection for kids, as well as a stationary collection, this has ‘perfect gift’ written all over it.
The t-shirt collection featuring our favourite colloquialisms is printed on 100% certified pure organic cotton, which makes it ethically conscious as well as kinder to your skin, and is part of the Fairwear Foundation.
The Mini Post also create greeting cards of iconic Irish phrases and words in beautifully crafted typographic slogans. They’re handmade in Dublin with matching envelopes in gorgeous shades of blush pink, gold and mint green.
TheMiniPost itself began as a visual platform to quickly share ‘cool’ mother and baby ‘stuff’ with friends in and around their local Shoreditch, and from this, grew to attract a global audience with an appetite for modern family lifestyle, beauty and authenticity.
Since then the brand has collaborated with iconic brands like Stella McCartney Kids, Harrods, The White Company, Gap Kids, Smith & Family.
Speaking about the collection, founder and creative director Orlagh O’Reilly explained: “I have personally chosen all the fabrics with consideration for their classic unisex style and their role as a printing medium. As a premium brand, we want to offer the best to our kids. And their future.”
A photo posted by Orlagh OReilly (@theminipost) on
Orlagh has an MA in Visual Communications from Central Saint Martins, and works as a brand designer and consultant with expertise in fashion & beauty branding. She now lives in Dublin with her husband and two children, Keira and Dillon Blu.
The Mini Post Apparel is available here.