About us




Jeune Label – (j-ern); French meaning for youn


Hi, I’m Else—boy mum to Flynn, Hugh, and baby Beau, proud wife to Stephen, and the founder of Jeune Label. Based on the sunny Gold Coast, Queensland, I created Jeune Label with a clear mission: to transform the shopping experience for boy mums like you.

Let’s be honest—shopping for boys can feel uninspiring. Overrun with tractors, dinos, and slogans, the options often fall short of what we really want: stylish, high-quality clothing that lets our boys express themselves. I knew it didn’t have to be this way. In 2022, after late-night scrolling, I decided to take matters into my own hands. Jeune Label was born as a fashion-forward space created exclusively for boys—because they deserve better.

At Jeune Label, we believe boys’ clothing should be just as exciting, versatile, and thoughtfully designed as anything out there. We create collections that strike the perfect balance between function and fashion—pieces your little one can wear from family adventures to relaxed moments at home. No clichés, no shortcuts—just timeless staples made for boys who love to explore and mums who want to feel proud dressing them.

As a Jeune mum, you’re part of a growing community of women who are redefining what boys' fashion looks like. We see you, we hear you, and we’re here to support you in raising confident, stylish, and happy boys.

So, welcome to the Jeune Label family. Take a look around, and I hope you find something that feels as special as the little one you’re shopping for. Your support means the world to me, my family, and our mission to give boy mums the options they’ve been waiting for.

Else x
Jeune Label