The story starts five years ago, a happy husband and wife with a three month old boy and a big concept....we saw a gaping hole in the market for fashionable high quality clothing for boys, especially preteens.

Over the next two years we worked with parents and their kids to share ideas, create and destruction test the range. This is a tradition we continue today and now an integral part of the way we design. 

We wanted a range of clothes that matched their adventurous spirit, from their heads to their feet; clothes that would help them gain confidence in themselves, help them to feel and look great, and above all else foster interest and pride in appearance. We wanted clothes that would be sustainable, and therefore be good value. Clothes that would allow parents to feel good (even proud) about how they were clothing their beautiful and adventurous kids.

With partners on board (all with kids of their own), we opened the doors of Eureka three years ago on 15th May (it's gone by in a flash!), first with gear for boys...

It soon became evident that their sisters were also attracted to what was on offer and many of the shopping bags were leaving the shop in the hands of girls. The girls were telling us once they hit six years of age or so, they are sick to death of pink and/or purple but found that was all that was on offer! Retailers seemed to be determined to produce everything with frills, hearts or busy designs in this limited colour palette. They wanted more choice.

On the basis of discussions with customers was encouraged to make a few adjustments here and there to its range to better suit the female form and design some gear specifically with their needs and wants in mind.

Thanks to over 6000 Mums and Dads who share our belief that kids are special, and who have brought Eureka clothing. While we do understand what it's like to raise kids, your feedback over the last few years has greatly assisted in the development of Eureka Clothing. We hope Eureka in some small way helps get your kids to get busy, be active and creative, to get amongst it and have fun....kids just being kids.

Play hard. Feel Good. Live Life.