Latin Spice

Pepita & Me

While still in college, entrepreneur Natalia González launched a women’s underwear brand, called Pepitamendieta, with a friend. The line was super comfy yet stylish, with playful prints that quickly developed a cult following in her native Colombia. “Even now, eight years after we stopped making them, our customers are still asking us to bring them back,” offers González. She explains that after becoming a mom, she noticed another void in the market: children’s swimwear that truly met their needs.

“Most brands in Colombia are designed for adults, and then adapted for children, often missing out on their playful essence,” she says. “At the same time, since my prints were fun and playful, clients frequently encouraged me to start designing children’s wear.” So in 2015, González launched Pepita & Me, a sustainable line of children’s swimwear infused with a playful spirit and crafted to high-quality standards. As for the name change, the CEO and founder offers, “I am aware that Pepitamendieta is a mouthful, so I rebranded, keeping Pepita as a key character in our story, with the goal of entering the U.S. market.”

Now, the brand is available in more than 20 countries across North and South America, the Caribbean, Europe, and the Middle East. Pepita & Me can be found at such retailers as Saks, Maisonette, and Swimwear World. González sat down with Earnshaw’s to dish on her inspiration, brand ethos, and vision for the future of Pepita & Me.

Earnshaw’s: What’s your background in fashion?

Natalia González: I studied industrial design at university, and almost all of my projects were related to fashion or textiles. Through Pepitamendieta, I confirmed my deep interest in fashion, and decided to go to Spain for a master’s in creative fashion direction at IDEP Barcelona. Later on, I also completed a master’s in digital marketing. During my time in Barcelona, I worked closely with a fashion photographer, learning a lot about photography. That’s why nowadays, I really enjoy creating and overseeing the photo shoots for Pepita & Me.

Pepita & Me

Earnshaw’s: What message are you trying to send with your designs?

González: When I design for kids, I am deeply aware that they are the future. By illustrating each of my collections, I create a unique communication channel with them. This privilege inspires me to tell stories that uplift children and teach them about the world. Each of my collections tells a story, shares a message, and has a call to action. I frame all this in a fun and visual way, through prints.

For example, the Jacinto the Jaguar collection (SS22) talks about this endangered species and how we can protect it. The You Art (SS23) collection teaches kids that they are works of art and should learn to love themselves. The Mutuo (SS24) collection shows the beauty of mutualistic relationships in nature, where animals help each other despite their differences. By focusing on children and their future, I not only aim to create beautiful designs and clothes but also to contribute positively to their growth and development.’

Earnshaw’s: What does your brand bring to the U.S. market, in particular?

González: Pepita & Me brings a fresh and authentic aesthetic deeply inspired by Colombia and South America’s vibrant, joyful essence. Our design process draws from the magic of our biodiversity and cultural heritage, resulting in a look that our U.S. customers consistently praise as refreshing and innovative. Retailers carrying our brand can offer something unique and special to their clients.

Our products are known for their exceptional quality. Made entirely in Colombia with top-quality materials, our garments are designed to last. This commitment to durability is a cornerstone of our brand’s value in the market. Additionally, the brand’s emphasis on ethical design and production resonates strongly with customers who are increasingly prioritizing these values.   

Pepita & Me

Earnshaw’s: Why manufacturing in Colombia?

González:  I’m fortunate to operate a swimwear brand while living in Colombia. Not everyone is aware, but Colombia is renowned globally for its textile and clothing manufacturing prowess, particularly in producing high-quality swimwear and underwear.

Pepita & Me not only designs its collections in Colombia but also manufactures locally, benefiting from a vibrant and robust network of designers, suppliers, and manufacturers that are uniquely accessible in this region. Also, I chose to manufacture in Colombia because it’s my home, and I want to help create jobs and opportunities here. Working with small, women-owned clothing manufacturers through Pepita & Me  has been incredibly rewarding. It’s been a privilege to grow together and make a positive impact.

Earnshaw’s: How do you find inspiration for your designs?

González: My inspiration comes from my everyday life, the places I visit, and the experiences and conversations I have. For instance, the Mutuo collection was inspired by a snorkeling trip (one of my favorite activities) where I saw a fascinating fish. I asked my sister about it, and she explained it was a remora, a small fish that attaches itself to sharks to help remove their parasites in a mutualistic relationship. That sparked the idea for the collection.

Another example is the Life Is a Picnic collection, which came to me during a family picnic in Central Park after a fair at Playtime New York. Dragonflies were flying overhead, and I imagined a collection filled with elements from that picnic — ice cream, pretzels, and everything we were enjoying at that moment.

The Tornasol collection was born after my father passed away. He lived by the Sea of Seven Colors, a place where the water changes shades of blue depending on its depth. This vibrant and meaningful environment inspired the colors and themes of that collection. And the SS25 collection, Tierra Caliente, is inspired by road trips to the warm climate, a unique experience in Colombia where we don’t have seasons. Living in a cold city, we can drive just two hours to reach towns with warm weather. We often spend our weekends in these warm places, which we fondly call, “Tierra Caliente.” This collection celebrates those joyful journeys, bringing the spirit of Colombian summer to life.

Earnshaw’s: What are some of your favorite trends for SS25?

González: I’m excited about sustainability in the fashion industry and am committed to guiding Pepita & Me along this path. Reducing our environmental impact and supporting the well-being of those who contribute to Pepita & Me are top priorities for me.

Another trend I’m interested in exploring is the gender aspect of fashion and clothing, although it’s one I haven’t delved into yet. There’s much for all of us to learn, and also unlearn, about gender roles, perceptions, and misconceptions, and I’m confident the brand  will have something meaningful to contribute in this regard.

Pepita & Me

Earnshaw’s:  Why is sustainability important to your business?

González: In the fashion industry, like any economic activity, there is an inevitable impact. At Pepita & Me, we are acutely aware of this impact when designing our collections and in our approach to production. We produce in small batches and have developed a lean production approach with minimal inventories. We reuse all fabric scraps for other products and avoid plastic bags in all our processes. Instead, we use bags made from corn, which are compostable and recyclable. Our garments are of exceptional quality and made to last, which helps extend their life cycle through reuse. We encourage customers to pass on their garments to other kids once they have outgrown them.

Whenever possible, we are shifting toward using sustainable materials, including innovative fabrics made from recycled materials. Most importantly, we are always seeking solutions and innovations that bring us closer to being a fully sustainable endeavor.

Earnshaw’s: What’s next for the brand?

González: In the short term, we want to reach more places worldwide. Pepita & Me exports to over 20 countries across Latin America, the Caribbean, the U.S., Europe, and the Middle East. We aim to expand our presence in stores within these countries and venture into new markets as well.

Although a few of our products, such as long sleeve swimsuits for women and swim shorts for men, are available in adult sizes, in the medium term we plan to expand our product lines to include teen clothing and Mama and Me and Papa and Me collections.

Since storytelling is a big part of Pepita & Me, a logical next step is to explore new mediums. So in the long term, our goal is to convey our messages to more children through books, characters, campaigns, and songs.