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How fashion label Babyboo built a following of like-minded ‘badass’ women

We chat with Babyboo founder Argylica Conditsis about the brand’s commitment to an ethical supply chain, detailed and rigorous design process and expansion plans in the US and UK. Inside Retail: Tell me about the story behind Babyboo and how you came up with the idea to launch it. What was the gap in the market that you saw?  Argylica Conditsis: I was working at Pizza Hut as a casual [while in] university in 2011, aged 17, when I started Babyboo as a hobby. I discovered there was a massiv