Flattering, comfy workwear, where the work is running around after small kids or animals all day. Where you have a life which means you are outdoors getting muddy, or just up and down off the floor every 5 minutes. You're getting mud on you, sick, mashed banana, etc. Clothes that you can wear and wash and wear and wash for at least a few years without getting holes. Clothes for mums (obviously not exclusively!!!!) where to be 'mumsy' isn't an insult, but nothing we stock would be mistaken for White Stuff or Seasalt. The items I'd keep having to reorder as they would sell out every month would be:
Our heavyweight crew neck cotton t-shirts, that have normal sleeves which you can roll up if you fancy or just leave at they are, and come in 6 different colours, and hit at the midrise point, so that you wouldn't be flashing your tum all day.
Our knitted cotton jumpers, machine washable, perfect for all seasons
Our raincoats, which would be properly, seriously waterproof, but come in colours other than khaki and black, and would also somehow look great with every style of the jeans which we stock.
Our straight jeans which are somehow able to hold your tummy in, be really comfy and easy to move in, look amazing with a perfect high-rise and straight to skinny leg, but to contain absolutely no elastane and are 100% cotton denim.
NO PATTERNS.