Words by MPDClick’s Trend Journal Editor.
Danish-based Name it are a trendsetting children’s wear company who pride themselves on providing ‘Clothes for fashionable children who know what they want’, in keeping with their ethos this season they have produced a range of garments ready to impress both children and parents alike.
Focusing on the 0-12 age group, the ranges are broken down into three sub-sections; ‘Newborn’ for 0-9 which creates comfortable garments, perfect for the early stages of movement and development. ‘Mini’ for toddlers and ‘Kids’ for older children, both keeping the element of play and utility in mind, creating garments that mirror adult styles.
The brands strong ethos makes sure that its fit and comfort levels are to a high standard, keeping it easy for children to move around in the garments, organic fabrics are also considered giving the brand a range of environmentally friendly products at affordable prices. A strong influence from both men’s and women’s wear is also apparent in the garments with a child friendly print or pattern to finish the look. For kids and mini autumn focuses on new shapes for girls, introducing batwing sleeves and wide square tops with slim sleeves, updated with character motifs and Fair Isle prints, personalised animal prints see cats in helmets and headphones.
For boys, a street vibe is added with collaged images and neon typography; animal graphics are still apparent but carry a tougher edge, using bulldogs, bears and wolves. The varsity jacket in marl grey and navy is a strong example of the adult influence on the collections. The colourways are also shared, using a red autumnal palette ‘washed and burned’ out with bottle green highlights. Newborn incorporates gripped feet and fleece knits with animal prints such as sheep and owls, keeping the garments unisex.
Denim is a wardrobe staple for all ages or gender; skinny, indigo denim is still strongly featured, but denim print sweatpants and dresses give an alternative option to the everyday casual wear. Complimented with chunky Fair Isle knits, the pieces hold their own but can be cleverly mixed and matched with the rest of the range.
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