Maisonette Bets on Tweens With Launch of Neon Rebels

When my daughter Ella turned 10, she suddenly had nothing to wear. The rainbow dresses and unicorn prints she’d happily worn from brands like Hanna Andersson and Tea Collection suddenly felt too childish. But when we went shopping for something more grown-up, we found ourselves at brands like Abercrombie and Zara, buying the smallest adult sizes. The clothes weren’t designed for her body, and many of the trends—spaghetti straps, skintight dresses, short-shorts—felt more mature than she wanted. Then one day a small brand called Pleat popped up on my Instagram feed with exactly what we were l...