Made in New York: Little Hip Squeaks

Instagram’s favorite baby brand is about to have a new baby for you to heart.

Made in New York: Little Hip Squeaks

In the creative city we call New York, there’s a creative little borough called Brooklyn, and a creative little hub called Industry City. Behind one of those creative doors, there’s a super-creative woman named Amy Richardson-Golia, who makes one of the most creative--and adorable and totally delicious--baby brands we’ve ever seen, Little Hip Squeaks.

While we are already pretty obsessed with her bold, bright and modern onesies, leggings and headbands, as well as her totally crave-worthy Instagram feed, we’re pretty sure the obsession factor for both is about to go up significantly. In just a few weeks, Amy’s very own baby-girl-to-be will be sporting that baby gear and hopefully land in all of our feeds.


We recently stopped in to the Little Hip Squeaks workshop to catch up with one of our favorite creative Brooklyn mamas to talk about growing her baby brand...and her baby.

Tell us about how Little Hip Squeaks got its start.

I was working in the magazine industry in production, and pregnant with my first baby, Eli. I started making baby hats and put them up on Etsy, but never really took it seriously. Then I was selling 7 or 8 a day, and my only goal was just to do a Renegade Craft Fair. After I did two of them, I thought this could actually be a business. But when the brand was picked up by Cool Mom Picks, it was a game-changer. A year after I started Little Hip Squeaks, I quit my job to work on it full time. And from then it’s just been one crazy thing after the next.

How has Instagram played into growing your brand?

We’ve really focused on social media to help grow the brand--especially Instagram. That’s where moms’s the easiest thing to do when you’re with the kids, or when you’re nursing. It’s really visual and quick. I’ve made so many connections with our customers and some are now my really good friends. We’ve even gotten baby gifts from customers. It’s amazing how Instagram brings people together who may have never known each other in real life. People really want to feel like they’re a part of your life. They want to buy product from someone whose story they know.

Who are some of the brands you admire on Instagram?

I love Freshly Picked and Solly Baby. It was so great to meet them in real life because they are in similar situations with their brands.

What’s this second pregnancy been like? How does it compare to when you were pregnant with Eli?

It’s so much less intense this time around, and time has just flown by. When you have another child, you’re already less focused on your own body. I’ve been feeling good, and just staying really active. I’m much less uncomfortable this time around. It’s a totally different experience.

And...a girl!

I always felt like I was going to be a boy mom. It never even crossed my mind that I’d have a girl! And there hasn’t been a girl born in my husband’s family since 1967.

Tell us about what’s new with the brand. What’s your design direction these days?

As we’ve grown bigger, we’ve started designing six months to a year in advance, so focused more on trend reports. I also know my customers so much better, and know what they want. Solids are really big for us now--I never would have thought they’d do so well. Coming back to basics has really been a focus for us.

What was your first print?

Chevron. We don’t even do it anymore.

What’s your favorite print of all time?

Probably the ballot print from this past fall. And I love the solids, especially in peacock, mint and coral.

Best selling pieces?

Definitely the headbands.

Anything you’ve experimented with that you probably won’t do again?

We played around a little bit with sleep sacks, bibs and skirts, but it was a learning curve. We’re also focusing more on smaller sizes that work well for newborn gifts.

How does being in Brooklyn inspire your brand?

As a baby brand, It’s hard to consider yourself "artisanal” so I wouldn’t necessarily put myself in the same category as some of the other brands coming out of Brooklyn. But I totally respect everyone that’s making something in this city. I know how hard it is and how expensive it is. What they’re doing is really awesome.

Ever plan to leave the city?

Not anytime soon. We’ve been here for 10 years, though, and I can certainly see it happening at some point in the future. But I just can’t imagine raising my kids anywhere else.

Photography by Stylish & Hip Kids Photography.

In This Article

    These challenges from Nike PLAYlist are exactly what my child needs to stay active

    Plus a fall family bucket list to keep everyone moving all season long.

    While it's hard to name anything that the pandemic hasn't affected, one thing that is constantly on my mind is how to keep my family active despite spending more time indoors. Normally, this time of year would be spent at dance and gymnastics lessons, meeting up with friends for games and field trips, and long afternoon playdates where we can all let off a little steam. Instead, we find ourselves inside more often than ever before—and facing down a long winter of a lot more of the same.

    I started to search for an outlet that would get my girls moving safely while we social distance, but at first I didn't find a lot of solutions. Online videos either weren't terribly engaging for my active kids, or the messaging wasn't as positive around the power of movement as I would like. Then I found the Nike PLAYlist.

    I always knew that Nike could get me moving, but I was so impressed to discover this simple resource for parents. PLAYlist is an episodic sports show on YouTube that's made for kids and designed to teach them the power of expressing themselves through movement. The enthusiastic kid hosts immediately captured my daughter's attention, and I love how the physical activity is organically incorporated in fun activities without ever being specifically called out as anything other than play. For example, this segment where the kids turn yoga into a game of Paper Scissors Rock? Totally genius. The challenges from #TheReplays even get my husband and me moving more when our daughter turns it into a friendly family competition. (Plus, I love the play-inspired sportswear made just for kids!)

    My daughter loves the simple Shake Ups at the beginning of the episode and is usually hopping off the couch to jump, dance and play within seconds. One of her favorites is this Sock Flinger Shake Up activity from the Nike PLAYlist that's easy for me to get in on too. Even after we've put away the tablet, the show inspires her to create her own challenges throughout the day.

    The best part? The episodes are all under 5 minutes, so they're easy to sprinkle throughout the day whenever we need to work out some wiggles (without adding a lot of screen time to our schedule).

    Whether you're looking for simple alternatives to P.E. and sports or simply need fun ways to help your child burn off energy after a day of socially distanced school, Nike's PLAYlist is a fun, kid-friendly way to get everyone moving.

    Need more movement inspiration for fall? Here are 5 ways my family is getting up and getting active this season:

    1. Go apple picking.

    Truly, it doesn't really feel like fall until we've picked our first apple. (Or had our first bite of apple cider donut!) Need to burn off that extra cinnamon-sugar energy? Declare a quick relay race up the orchard aisle—winner gets first to pick of apples at home.

    To wear: These Printed Training Tights are perfect for when even a casual walk turns into a race (and they help my daughter scurry up a branch for the big apples).

    2. Visit a pumpkin patch.

    We love to pick up a few locally grown pumpkins to decorate or cook with each year. Challenge your child to a "strongman" contest and see who can lift the heaviest pumpkin while you're there.

    To wear: Suit up your little one in comfort with this Baby Full Zip Coverall so you're ready for whatever adventures the day brings.

    3. Have a nature scavenger hunt.

    Scavenger hunts are one of my favorite ways to keep my daughter preoccupied all year long. We love to get outside and search for acorns, leaves and pinecones as part of our homeschool, but it's also just a great way to get her exercising those gross motor skills whenever the wiggles start to build up.

    To wear: It's not truly fall until you break out a hoodie. This cozy Therma Elite Kids Hoodie features a mesh overlay to release heat while your child plays.

    4. Have a touch-football game.

    Tip for parents with very little kids: It doesn't have to last as long as a real football game. 😂 In fact, staging our own mini-games is one of our favorite ways to get everyone up and moving in between quarters during Sunday football, and I promise we all sleep better that night.

    To wear: From impromptu games of tag to running through our favorite trails, these kids' Nike Air Zoom Speed running shoes are made to cover ground all season long.

    5. Create an indoor obstacle course.

    Pretending the floor is lava was just the beginning. See how elaborate your personal course can get, from jumping on the couch to rolling under the coffee table to hopping down the hallway on one foot.

    To wear: These ready-for-any-activity Dri-FIT Tempo Shorts are perfect for crawling, hopping and racing—and cuddling up when it's time to rest.

    This article was sponsored by Nike. Thank you for supporting the brands that supporting Motherly and mamas.

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