Sweet Peanut started with a very stylish advertising and marketing executive. New York's dailycandy.com was her bible and shopbop.com was her homepage. Her Manolos were on altars, her Sevens on padded hangers and she brought C&C California to her very stylish friends before it was one of Oprah's favourite things. And then one day, the inevitable happened. This "it girl" became an "it mama" and found that dressing her sweet baby boy became a problem of Isaac Mizrahi proportions. Her stylish side shunned the teddy bears and balloons, her yoga mama side couldn't face unnatural fabrics or "dryclean only" processes on her newborn's skin, her practical side needed wash and wear and her dear hubby's hands couldn't manage the intricate web of small buttons and snaps. Something had to be done - and surely this mama wasn't alone. And so, with the help of her two not-so-silent partners and tireless husband, The Sweet Peanut Clothing Company was born.