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Edgy baby apparel is a hit with parents

Quirky couple initially designed clothes for their children, but edgy designs proved a hit with other parents.
By Karmina De Ungria |

Edgy, vintage, and quirky, are three words people don’t usually associate with baby apparel. But AJ and Audrey Dimarucot’s baby clothing line, googoo&gaga, carries infant garb with the most unexpected designs such as electric guitars, winged skeletons, and electro shades.

[related|post]What is maybe more surprising than finding the opposite of “traditionally cute” designs in their pieces is the fact that most of their inventory have almost  been sold out.

Parents from differing generations are eagerly waiting when the couple will release new designs. Who knew that baby onesies with a vintage feel and a turntable design can compete with generic cartoon designs of princesses, and doe-eyed animals? 

Owners AJ and Audrey had always wanted what most young couples dream of: to be financially stable and to be hands-on in raising their child 8-year-old child, Gabe. Knowing that this set-up is idyllic but likely impossible with both holding demanding jobs, they decided to take the plunge of going the entrepreneurial route.


In February 2008, AJ left his job as an Art Director. In October of the same year, Audrey followed suit by quitting her job as a Project Manager for a major telecommunications company.

“We were trying to have another baby when all this was happening,” relates Audrey. “In one of our conversations, we said we wanted to have our children wear AJ’s designs. That’s when the idea came about, and it became our inspiration to put up a children’s clothing business.  It wasn’t hard to bring it from the drawing board to realization,” continues Audrey. By December 2008, the couple was able to introduce googoo&gaga in the Rockwell Urban Bazaar.

A Pinch of Madness

The couple wanted a name for their baby clothing line to be easy to recall yet will reflect their personalities. The name ‘googoo&gaga’ seemed to fit the bill.  “AJ is bold, quirky--every inch an artist. Meanwhile, I am traditional, always proper. We like to tell people I’m the googoo (in baby talk, it could mean love) and he’s the gaga (which could mean crazy or mad),” Audrey explains. 


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