I agree its on its last legs and honestly, I’m quite sad that such a successful brands has gone tits up so badly. But I think it’s been badly mismanaged.
As for Mama merch, I don’t think that’s going anywhere, but brands go in and out of fashion so quickly. I remember another brand from a few years ago. It seemed to peak at the same time as SM. Their raison d’etre was slogans on sweatshirts, capital letters in primary colours, gags about being tired and needing gin. What WAS that brand? Anyone remember? I haven’t seen their merch on an Instamum in a long time.
EDIT: Just answered my own question - it was Parent Apparel. It was bugging me so I found them with a bit of Googling. Website seems kind of dead (star models being MOD and FOD
)
https://www.parent-apparel.com/
They’re a bit more active on Facebook, selling at reduced prices (I remember the Mother Pukka “
tit” sweatshirt from a few years ago, thought it was too sweary then and still do!)
https://m.facebook.com/parentapparelproducts/