Fierce & Sweet
- Categories:
- Clothing / Apparel,
- Fashion / Clothing Designer,
- Retail,
- Woman-Owned,
- women owned
Year Founded
2026
Galaxy Discount
10%
Online Store
Yes
Founder's Story
I started Fierce & Sweet because I noticed something simple and persistent: kids' movies and kids' clothing racks split "fierce" animals like lions and sharks onto boys, and "sweet" animals like bunnies and kittens onto girls, even though that split doesn't exist in nature. A 2025 study confirmed what I'd already noticed: researchers found predator characters in children's media are cast as male far more than chance would predict, and kids as young as four have already absorbed the message.
I wanted to make something different: clothing where any kid can choose any animal in any color, including pink and blue, instead of a store deciding for them first. I design every collection myself under my company, Dakota Coast Designs, and run Fierce & Sweet as a one-woman operation out of Santa Fe, New Mexico. What started as a simple idea is now a real, growing small business. When a parent tells me their child chose the "wrong" color shark on purpose, I know it's working exactly as intended.
Business Description
Fierce & Sweet is a gender-neutral kids’ clothing brand for infants and toddlers, offering illustrated animal-themed tees, long-sleeve shirts, onesies, and hoodies. Our collections are built around bold, beloved animals — lions, sharks, tigers, alligators, snakes, and spiders — and every single design is made for every child, with no boys’ or girls’ section. We believe kids should get to pick their favorite animal because they love it, not because a store decided it “belongs” to their gender.
Unlike many gender-neutral brands that default to plain beige and gray basics, Fierce & Sweet uses real, vibrant color — including pink and blue — on every design, so a girl can wear the blue shark tee and a boy can wear the pink fierce jackrabbit onesie, and both are simply the shirt they wanted. Our products are sold direct-to-consumer at fierceandsweet.com, with sizing for infants and toddlers and pricing between $20.99 and $35.99. We’re a woman-owned small business based in Santa Fe, New Mexico, and we’re currently expanding into wholesale partnerships with boutique retailers who share our belief that kids deserve unisex clothing that’s playful, well-made, and genuinely fun to wear — not just neutral, but exciting for every child.