At Mash + Mint, we’re always drawn to brands that combine smart functionality with standout design - and when it comes to parenting essentials, Tiba + Marl is in a league of its own.
Founded by friends and fashion-industry insiders Anna and Lydia, Tiba + Marl has redefined the changing bag, creating pieces that work just as hard as the parents carrying them. With an eye for detail, a deep understanding of modern family life, and a strong commitment to sustainability, the duo has built a cult-favourite brand that doesn’t compromise on style or substance.
To celebrate the launch of Tiba + Marl on Mash + Mint, we sat down with the founders for a behind-the-scenes chat about their journey, creative process, and what’s coming next.
Can you each remember the exact moment the idea for Tiba + Marl was born and what made you believe it had to exist?
Our lifestyles changed when we became pregnant, and we both wanted a better life/work balance. We were in busy jobs in retail head offices, travelling all the time - so that helped motivate us to think about launching our own business.
Our vision was aligned from day one - we were in the exact same stage of life, and had worked in the same industry, so we were completely attuned and knew that combined we could make something really special.
It was a very different landscape then - it was wide open for us and was a bit of a no-brainer with our combined fashion credentials, and the experiences we were having as new mums - we knew we could offer something that didn’t exist. Our initial tagline was ‘changing bags finally got cool’ (it since got used a million times by other companies!) but that was exactly what we were doing - and it came so naturally as it aligned precisely with our lifestyles and skills.
What were you both doing before launching Tiba + Marl, and how did those experiences shape the brand's identity today?
We met in our first roles out of university, both working in the head office for Miss Selfridge, in the buying and design department. Over the years we worked for various brands, and as we progressed in our careers we amassed great contacts, and experience working with bags + accessories (both high street and designer) - and it all led up to us combining our joint skills and realising that we were the perfect duo to disrupt the changing bag market.
As mothers and businesswomen, how do you personally balance creative vision with the demands of running a growing brand?
Our initial motivation of starting the brand was to get a better work/life balance - but we have ended worked our butts off over the years - but in our own time, and without being set to a 9-5 mindset. As we were both in the same stages of Motherhood, we found we were easily in sync, and sympathetic to each others timetables.
We are both hard workers - but will always have times when one person has other life challenges, and the other will pick up the slack - we know at the end of the day we will always get things done but just may be some late nights or ad hoc approaches. Motherhood - if anything has made us even more creative and want to lean even more into trends, research and pop culture as its like escapism for us, and maybe drives us more to prove to ourselves that our old selves are still there!
Looking back, was there a defining moment when you realised Tiba + Marl had become more than just a business?
We were so fortunate that we were featured in glossy magazines before we launched, and we amassed a waiting list of over 1000 people before the site went live - and we were also taken on by Selfridges and Harrods from our first season. So it started off just crazy popular and we knew we had something exciting on our hands. We both had babies and toddlers at the time - so it was full on, but we were immediately profitable and in demand so we knew we had launched the right product at the right time.
What’s been the biggest challenge in building a business as friends and what’s kept your partnership strong?
Over the year, so many friends of ours who are solo business owners have said they are envious of our relationship - as we are so compatible and we only do something if we both agree on it. Sometimes we will spend months and months, and rounds of sampling to get a product right - but the majority of the time we end up feeling that the process worked, and we have ended up on the right track!
Obviously this can be time-consuming and we sometimes look bonkers to other people - but our last minute changes, quirks and gut feelings have resulted in positive outcomes! Of course over the years - we have worked together over a decade - we will have differences of opinions, but we never dwell on it and we always resolve and move on. We are more like sisters now, then friends - and who doesn’t sometimes disagree with their siblings?!!
Has motherhood changed the way you design your products today, compared to when you first started the brand?
We were Mothers when we first designed our products so I think over the last few years its more that we have been influenced by factors like environmental changes, and technological advances rather than different stages of motherhood. Obviously everything we design into the bag comes back to how it will help parents, and what parents need. That has always been our number one focus - then we look at how we can present it in a way that doesn’t scream parent!
Are there any parenting hacks or lessons you've learned over the years that sneak their way into every new product?
There have definitely been evolutions as we have gone along over the last 10 years - ie our Elwood backpack is now our Elwood 2.0 - it now has side slip pockets as we were always carrying water bottles everywhere (and this season we launched a cross-body bottle holder, as we are still always carting bottles everywhere we go - even with older kids!). Our picnic and travel collection has been inspired by items that make holidaying easier with kids - all from lessons learnt over the years.
Do you remember the first time you saw someone on the street carrying a Tiba + Marl bag? What was that like?
Oh god I wish we did!! We used to get so excited and send each other sneaky pics! But it was amazing to see our bags out, and it still gives us a buzz.
How does sustainability influence every step of your design and production process at Tiba + Marl?
We started our sustainability journey back in 2019 when we designed a collection for Selfridges for their ‘Project Earth’ campaign - we used all recycled materials, and packaging - and we loved both the product and the ethos. It did take a lot of sourcing to come up with recycled materials that were both aesthetically pleasing as well as certified and durable - but it was a labour of love, and we took it one step at a time.
Now we have an amazing library of sustainable materials, and we would only create styles that use recycled materials - there is so much more available out there than there was when we first started, and some really cool innovative fabrics - so its much easier and a lot of fun to develop, and we are so pleased to have been trailblazers when it came to creating eco friendly changing bags.
What’s next for Tiba + Marl any exciting launches, innovations or sustainability goals on the horizon?
We’ve had a busy year. We launched our shop in Notting Hill in April, we have collaborated with some amazing brands this year - and we still have 2 more collabs yet to launch in 2025 - one is with a MASSIVE global brand - we can’t wait to reveal it in AW25! We have our new cold weather range launching in September, with a signature new print - and then the cutest new range of bags landing in October - top secret but our new LUNA bag is one of our favourite styles, we can’t wait to show everyone.
How can we help with Little Village Charity?
Little Village has a nationwide network of baby banks - details on how to donate here. If you no longer need your T+M bag, or other baby / child accessories, please consider donating to them. You can read about the valuable work they do here.
Tiba + Marl’s story is one of friendship, fashion, and fearless reinvention - and it’s clear their mission goes far beyond bags. From championing conscious design to supporting families through their work with Little Village, their passion for community and innovation continues to shape every product they create. We’re so proud to welcome Tiba + Marl to the Mash + Mint family, and we can’t wait for you to discover the collection.
