COMO Castello Del Nero, Tuscany
Discover the groundbreaking fashion label by KIDS21. Season-less and gender-neutral, Kindred conceptualises children’s wear as a collection of playful, free-spirited and easy pieces.
In the world according to KINDRED – the groundbreaking new mini-me fashion label created by KIDS21 under the COMO brand – children’s wear should be as easy and playful as their young lives. And free-spirited. Free from gender-biased design and, especially, free from the expensive tyranny of seasonal collections.
Somewhat unconventionally, KINDRED recognises that there is plenty of time for formality and ‘proper’ outfits. But for now, kids should be allowed to be youthful, natural, and joyful. And their clothes should reflect this freedom.
A conceptual collection like this has been a long time coming. Having been in the children’s wear business for the past 25 years, E-Len Fu, director of KIDS21, feels the time has finally come for quality, well-made basics in the form of a perennial collection that is season-less or gender-neutral. KINDRED’s timeless silhouettes are presented in different colours, patterns and comfortable cotton for a wider age group of between two and 12-years of age.
Consisting of 19 basic everyday styles – think easy to wear and matching tees, shirts, shorts and dresses – the debut collection is designed and developed by a team of designers and manufacturers based in Singapore, London and Portugal. Made from either organic or sustainably-sourced cotton, the relaxed designs are based on a philosophy of easy-fit (children grow so quickly!), multi-functional (a button-down shirt seamlessly doubles as a light jacket), and easy maintenance (wear them straight out of the washing machine, wrinkles and all).
For E-Len, it was very important for her and her team that the clothes be comfortable and effortless. She wants children to be able to just pick and go, whilst still being always presentable. “So what if the colours and patterns clash? So what if their pants are wrinkled? Let them experiment. This is how they will find their own personality and style,” she explained.
Above all, KINDRED’s clothes are meant be handed down from one generation to the other, from elder brother to younger sister without any of the outdated notions that come from traditional gender- and seasonal-based fashion. More importantly, KINDRED’s clothes are priced in the mid-range – tee-shirts hover around the S$50 mark – making them all the more attractive for even the most budget-conscious fashionista parent.
Accompanying KINDRED’s debut collection is BY WALID x KINDRED, a gorgeous 14-style collaborative collection created with E-Len’s good friend, the British-Iraqi designer Walid Damirji. “When E-Len asked me to design a capsule collection for her new children’s wear brand, I didn’t hesitate,” he says. “I think KINDRED is such a wonderful opportunity to show just what children’s fashion can be – unconstrained, flexible and fluid in every sense of the word.”
“I love what Walid represents,” E-Len adds. “He creates modern silhouettes using antique textiles in a way that is entirely sustainable. Which is why he was so perfect to work with for KINDRED’s inaugural collaboration. I’m amazed at how he’s translated his designs for children and in such wonderful fabrics like damask.”
Kindred is available at KIDS21
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