As reported by the
Toronto Star MimiTENS--a Toronto company that makes childproof, stay-on mittens--has had a year of international recognition. While the company first went global in 2007, it was only this winter that MimiTens attracted coveted celebrity endorsements and international attention, from Gwyneth Paltrow's website Goop to Vogue Italia to Netherlands' lifestyle website goodsense.nu.
"Anna-Maria Mountfort, 38, created a decorated mitt connected to a long, knit sleeve that runs up the child's arm, almost to the elbow. It is virtually impossible to shake them off, says Mountfort, who got the idea in 2005, constructed a prototype the following year and began marketing the idea almost immediately. She calls her company MimiTENS, a play on the French mes mitaines: my mittens."
"Building a company on the premise of unmovable mittens with no strings attached has kept Mountfort busy for more than five years. "It went global in the first year," she says."
"This winter, Mountfort campaigned to attract high-profile celebrity endorsements, courting big names like Oprah Winfrey and Gwyneth Paltrow...Paltrow's people included the mittens in the most recent instalment of GOOP, the actor's lifestyle newsletter that promotes her brand of the good life under headings such as make, go, get, do, be and see."
"Mountfort is thrilled to be recognized. Paltrow is an inspiration, she says. "She seems really happy and well balanced and this is the kind of thing that drives other people nuts," says Mountfort. "I applaud her for being herself. She doesn't sell ads and she doesn't trade in making people feel bad."
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Toronto Star