Little Industry Magazine - Issue 3 by Birgir Birgisson

LITTLE INDUSTRY MAGAZINE

ISSUE 3 5

EDITOR’S NOTE

PLAYING UNDER CONSTRUCTION / LITTLE CREATIVE FACTORY

PLAYTIME PARIS

2O MOOD SETTING YOUR SHOP 25

BACK TO THE OLD SCHOOL OH BOY

32 JEN CARVER MEETS LOBILO AND MINA 42 SCANDINAVIEXS 46 LITTLE INDUSTRY MAGAZINE PUBLISED BY MRKT SOUP FEBRUARY 2013 / ISSUE 3 EDITOR: Anne Myyrylainen COVER IMAGE: Little Creative Factory

ADVERTISING: info@little-industry.org CONTRIBUTIONS: info@little-industry.org

CARAMEL COLOUR STORIES

50 MINOR DE:TALES 54 MRS AGATHA 58 60 68

INSIGHT - POCO NIDO LIBERAL COLLECTION BY SHAMPOODLE

MAY 2013 ISSUE

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EDITOR’S NOTE What’s in a name? The past few months we have visited trade fairs all over Europe. We have seen many amazing (new) brands with creative names, sweet names, funny names and sometimes, sorry to say, really boring ones. Shakespeare wrote ‘What’s in a name? That which we call a rose, By any other name would smell as sweet’. Well William, I’m not so sure about that. Names have meaning. Names gets people’s attention. Names are valuable. A Name can give you a gut feeling! (Like we had with the brands in this third issue). With the right name you can create an image, a promise, an identity. So what’s there in a name? Absolutely everything!

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Take Shampoodle! The name reflects the brand perfectly. All pleasure, playful and spirited just like a young doggie. Or Caramel, sweet, soft and sticky (in terms of once you ‘taste’ it you’re hooked). You just feel the name stands for function, design and made to last. But what do you think? How important is a brands name? Can a name give you a gut feeling? We would really love to hear your opinion! Anne Love all, trust a few, do wrong to none (also by William S.)

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PLAYING UNDER CONSTRUCTION The Barcelona brand Little Creative Factory presents their SS13 collection called “playing under construction,” which includes accessories and clothing for children from 3 months to 8 years. The collection is inspired by the importance of play for growth and education. The spring-summer 2013 collection focuses on the essence of the brand Little Creative Factory and is still com- mitted to the nuances and subtlety of natural fabrics, with a wide palette of colors and prints. The new collection “playing under construction” brings together cool designs, cheerful and vintage style inspired by the importance of “play” for growth and education. Caps, culottes, suits, dresses, bags ... garments with great personality and where the philosophy of the brand is “to create small, simple and different things made with love and enthusiasm” which commitment Is to offer limited editions entirely designed and produced in Barcelona.

The quality in details Is an ever vital element of the collection, the items, of wich are made from water and sun-resistant fabrics to protect little people. “Playing under construction” is inspired, In turn, In the concept “under construction” referring to the personal reinvention process in wich the two architect founders and designers of the brand are involved because of their motherhood, “a process of search for a new identity and new values that we want to convey to our children and which many parents encounter after the experience of parenthood” add Cristina Fernandez and Esther Villanueva, founders of Little Creative Factory.

Created by two entrepreneurial mums that started production as a game after the birth of their daughters, Little Creative Factory has had covered a short but very successful path. The “handmade”, sophisticated and easy to carry styling, coupled with the care and detailing given to the selection of materials and manufacture of pieces, are responsible for the warm welcome that the creations of Little Creative Factory have received. Little Creative Factory plans to continue marketing its collection in Spain but also expand borders as a first step for the internationalization of the company. For more information: www.littlecreativefactory.com

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THE UNIVERSES OF CHILDREN, JUNIOR & MATERNITY With more than 400 international brands presenting their Fall/Winter 2013/14 collections, this edition of Playtime Paris, which took place in January 26 - 28 at the Parc Floral, was the biggest one ever. INTERNATIONAL PLATFORM Indeed, in spite of the difficult economic context, Playtime attracted more visitors (+4,2% more than the January 2012 session and +19,7% more than July 2012) thereby becoming the children’s trade fair with the highest number of international buyers in the world (2821, or +6 points over January ‘12). The crazy dream they had seven years ago of bringing together the most interesting players in the children’s and maternity universes under the same roof has been validated, and Playtime has become THE reference for brands as well as buyers. www.playtimeparis.com

SELECTIVE EDITING Our approach, based on selective editing, also attracted more brands to this edition, particularly from the Decor/Design sector (+20% exhibitors) which was reinforced by the new PlayWithDesign section. Moreover, there was a significant rise in the number of shoe brands, a layette sector that is always stronger in winter, and a greater presence of Nordic and British exhibitors. RENDEZ-VOUS The next rendez-vous, for the summer edition of Playtime Paris, will be July 6-8, 2013 and the entire team is already busy selecting the best of the children’s universe and thinking about an environment that will be both auda- cious and stimulating. LITTLE INDUSTRY MAGAZINE

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MOOD-SETTING YOUR SHOP In clothes stores, sandwich bars, gyms and coffee shops we face a constant barrage of background music - music we notice but rarely listen to. How does it affect us? Who chooses it, and do they have sinister motives? There is some evidence to suggest that the tempo, volume, mode and other structural characteristics of background music influence consumer behavior. Little Industry Magazine will try to point out and identify few songs that could be perfect for your shop.

1 PERFORMED BY LAY LOW SONG: LITTLE BY LITTLE

2 PERFORMED BY RETRO STEFSON SONG: QWEEN

3 PERFORMED BY ASGEIR TRAUSTI SONG: DYRD I DAUDAĂ&#x17E;OGN

NOTE: CLICK THE IMAGE TO HEAR

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BACK TO THE OLD SCHOOL “Our team wanted to create a modern 1970’s summer shoot based in suburbia. We found the perfect house in Streatham , South London. The models matched our ideas perfectly and Back to the Old Skool was born!” Story by Jonathan Malpass @ www.eramanagement.com Stylist: Francesca Bartoli @ Stella Creative Artists Hair and make up: Joanna Bernacka-Pettit

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Left page: Thyra wears Top by Catimini and shorts by Benetton. Top of this page: Thyra wears cardigan and skirt by Hucklebones. Paige wears dress by Mini Boden. Page 26: Madisson wears dress with beaded collar by Mimi Sol at Harvey Nichols. Page 27: Thyra wears jumpsuit by Kenzo Kids, sock stylist’s own. Models: Thyra and Paige @ Kids London Madisson @ Bonnie & Betty

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JEN CARVER MEETS LOBILO AND MINA Little Industry Magazine proudly teamed up with the american based photographer Jen Carver and the scandinavian brands, Lobilo and Mina. The outcome speaks for itself and confirms the presence of design and ethnicity. Jen Carver is a custom photographer specializing in commercial and editorial children’s photography. Her work has been published in various publications, from educational formats to fashion magazines. She travels around the country for commercial projects and also teaches children’s photography workshops around the U.S and online. Her background consists of 17+ years of Marketing Experience and creative directing with several big brands and retail chains and 5+ years of being behind the camera exclusively. Lobilo is a Swedish children’s brand, founded in 2009, that embraces the poetry of Scandinavian style but still stands out with its unique expression. Anna Nordqvist, the founder and designer behind the brand, has an artistic background which is expressed in her own lovely, hand drawn prints. The realistic illustrations are appealing to both adults and children. Photography- Jen Carver Photography Clothing - Lobilo Footwear- Mina Accessories - Minikin Styling Assistent- Natalie Spacciapolli Hair and makeup - Stefanie Whitworth

Lobilo wants to celebrate our children’s playfulness and imagination. The design and color of the garments are carefully put together to match and make the wearer feel comfortable and in an imaginative mood. Naturally all fabrics are organic and carefully selected. Based in Sweden, MINA creates shoes for little feet that not only want to be comfortable but cute as well. MINA’s shoes are shoes for kids who want to express their own creativity and humor. The main focus is both quality and comfort, not one of them. MINA makes shoes that both kids and their parents want and love to wear. The same fashion goes for small and big feet. The line of shoes is both playful and pretty and is designed to be both comfortable and cool. Full of pretty colors, details and great materials MINA will make those little feet happy and the bigger ones jealous. For more information: www.jencarverphotography.com www.facebook.com/jencarverphotography.com www.minashoes.se www.lobilo.se

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ScandinaviëXS Little Industry Magazine met up with Annelies Ribbink, owner of the Dutch based web-boutique “ScandinaviëXS” and asked her few questions about her inspirations, background and her fabulous web shop. How would you describe your style? Cheerful, but clean and crispy. Why this fascination for Scandinavian brands? Scandinavia simply rules when it comes to design, relaxed atmosphere, nature and high standards. Stockholm is my favorite European capital. I’m at my most creative when...? Working on my webshop and blog or busy photographing for my clients (besides my webshop ScandinaviëXS I have worked as a freelance photographer since 2006 specializing in interior photography).

What are some of your favorite fashion websites, magazines, or books? My favorite magazine used to be ‘La vie en Rose’, a dutch stylish magazine with modern typography and arty (fashion) pictures. Really a shame that this magazine has stopped publishing. Nowadays I like to read home and interior magazines, LFI (A Leica photography magazine) and magazines like Fabulous Mama, since being a working mom is my main job. My favorite book is ‘Noir’ by Erik Hyweege. He made this photography book as a tribute to African people, containing stunning pictures of albino africans. My favorite website is Youtube, because I love to listen to live music and special performances while working at night. LITTLE INDUSTRY MAGAZINE

Any special projects at this moment? Sure! I’m working on a Dutch/English blog about Scandinavian Stuff, children’s products of course, but also about design, culture, food, photography , music etc. WHY? Because I think that a lot of my (future) customers are interested in Scandinavia. They at least have a crush on the design and good quality of the children’s stuff I sell and from what I hear, also on the Scandinavian way of living. I hope I can create a sort of a platform to interact with other “Scandi-Addicts”. What keeps you awake at night? My plans and my lack of time to fulfill all of them. You, in three words Down to earth. LITTLE INDUSTRY MAGAZINE

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CARAMEL COLOUR STORIES Introducing the SS13 collection from Caramel Baby&Child. This season three uniquely caramel colour stories make up the versatile collection. Textured cotton shirts and striped jersey in a palette of stone grey and oatmeal are cleverly complimented by popping pink silk dresses and tops, intricately hand finished with delicate embroidery. Vibrant lemon yellow adds the touch of modernity to classic boysâ&#x20AC;&#x2122; knitwear and summer shorts. For girls, neat canvas collars with peachy polka dots, paired with soft basics in forest green create a timeless feel. Exclusive caramel prints of daisies and checks link the stories together alongside heritage Liberty florals. Beautifully crafted for comfort and ease, contrast piping, puff sleeves and smock detailing make up the finishes for babies and big girls alike, whilst relaxed fit toweling, blue pinstripes and loose summer jackets create fresh looks for boys of all age. For more details please visit: http://www.caramel-shop.co.uk

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I am a Swedish mother of two, who is blogging from â&#x20AC;&#x153;Down Underâ&#x20AC;? Melbourne, Australia. Minor De:tales got born from my big love for small fashion and on the blog you can find everything that gets me inspired while I create. Minor De:tales covers sneak peeks from upcoming collections, interviews with designers and online shops and lots of our own photos from everyday life living Down Under. One of the reasons my blog was created was also to have a place for my other big passion, namely photography. Originally a trained animator, there was not much extra time to sit and fiddle with time consuming animations, when I had small children around me, so I had a good excuse to pick up my camera and record the daily life around me. Photography is such an rewarding medium that instantly gives you results and also memories for the kids to look back on. The Moment section on the blog is where I get to share my everyday moments with my kids and at the same time share with the readers some mini style from my kids wardrobes. It is a good place to visit to see how certain labels look on, how their size fits according to age etc. The photos on this spread is from the Moment section and features a lovely dress by Moi Kids. The photos was taken on a rare rainy summers day where somehow gumboots and a dress was the perfect outfit for the day... For more details: http://minordetales.blogspot.com

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A WORD FROM ACROSS THE BLOG Spring is coming and soon it´s warm enough for hats + caps here in Finland too. Big trend here amongst kids are the New Era caps and I must confess that I don’t like those caps at all. If you are like me and want something else than New Era caps for your kid, then you should check out CTH Mini. This brand comes from Sweden and makes the coolest caps for kids. Their hats don’t just look great, the quality is also awesome! If your kid won’t wear anything else than New Era caps, then I recommend you check out Toykyo Kids. This Belgium brand makes the coolest prints in New Era caps I’ve ever seen! Now I’m just eagerly waiting for spring and warm sunny days so we can put away the woolly hats and get the caps out! Find my daily blog at mrsagathamarple.blogger.com

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INSIGHT - POCO NIDO Little Industry Magazine met up with the Catherine Lobley, the woamn behind Poco Nido. We wanted to explore the idea behind the brand and how and where it all started. Tell us a little bit about your background? I’m a footwear designer by trade, that’s really the only job I’ve ever done. I graduated from Cordwainers college, London, with a Footwear design degree at 21 years old and never looked back. I was always taught I could do anything I put my mind to, no barriers, I could be as good as, if not better, than the next person. I designed and product developed for various brands including Kickers and Dr Martens, then moved on to Ladies fashion, private label and finally freelanced for Tesco covering all genders. Such varied roles equipped me well for the enjoyable position I find myself in now.

What was your inspiration behind starting your own brand? Its a stock answer, woman has children, sets up a kids brand…. In truth there’s more to it than that though, a move away from London, a recession, lack of work available not involving a 2 hour commute and two small children who didn’t get their bedtime stories twice a week. Something more meaningful and less stressful than working for someone else was needed, something which could fit around me. I’d also been previously frustrated by the lack of design led baby footwear available when my daughter was born, the shoes I could buy didn’t reflect my taste or even stay on her feet, I thought with a bit of hard work and some incredible eco aware packaging I might just be able to pull off a new kind of product which other creative people might just want to buy. My needs and the kid’s needs combined and Poco Nido was formed. Poco Nido revolves around function, pattern, packaging, originality and affordability. LITTLE INDUSTRY MAGAZINE

How would you describe your own style? It’s pretty laid back but always well put together, I have a 2 and a 4 year old so it’s difficult to be very stylish while covered in Jam. I like simple well cut shapes but tonnes of pattern –good for hiding jam. I like to be comfortable, not feeling fussy and constrained. I also like niche labels which no one else has, finding little known items, mostly from trips overseas, is a real thrill. I love items with heritage and materials of integrity. I’ve learnt what shapes suit me over the years and I stick to them, I’m a fierce creature of habit in that respect.

Do you have any upcoming projects you can share with us? There’s a collaboration in the pipe-line with our friends at Corby Tindersticks coming later this year, the ‘Corby Tindersticks Poco Nido Mash Up’ we’re all very excited about it! We’ll be working with Groundwork (a charity who focus on changing outside places into better spaces for young people) by producing a wellington which will donate part of it’s profits to the charity. We’re also working on a small range of canvas sneakers which will extend the range and size of product we currently offer.

What is your favorite item in your current collection? Definitely the fox shoes, black is a great unisex colour for babies, under-used in the UK but incredibly cool.

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THE LIBERAL COLLECTION Shampoodle celebrates the young heroes of next generation with an autumn / winter 2013 collection filled with speed, space and freedom! Loose sweatshirts, super hero tights, windbreaker overalls and pants. Rock’n’roll on a happy day. We invite you to join!Do not miss Shampoodle’s mirrored collection for the grown-up crowd. Childishly comfortable as always! “This seasons has the feeling of the cool crowd when off stage, a bit trashy and relaxed. The better the more worn it looks. A great feature for kids clothes anyway!”

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MAY ISSUE THE BUBBLE Mﾃ的 NO ADDED SUGAR LILLI & LEOPOLD .... AND MUCH MUCH MORE

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CONCEPTUAL BRANDS FOR CONCEPTUAL RETAILERS

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