Earnshaw's | September 2013

SECRETS TO SEEING GREEN

VOLUME 97 NUMBER 8 •SEPTEMBER 201 3 $10.00

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A WALK IN APPLE PARK WITH ANGIE TING

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NURSERY GEAR GOES WILD

INFANTS’, GIRLS’ & BOYS’ WEAR REVIEW

Into the Woods

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KISS THIS. better baby clothes

bonbebe.com Join Us

#bonbebetalk

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OCTOBER 6.7.8 2013

JAVITS CENTER NYC

9AM - 6PM SUNDAY & MONDAY . 9AM - 5PM TUESDAY WWW.ENKREGISTRATIONS.COM WWW.ENKSHOWS.COM/CHILDRENSCLUB T.212.759.8055 F.212.758.3403

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THE CHILDREN’S CLUB New York City, October 6–8th

ABC KIDS EXPO

Las Vegas, October 15–18th

Little Me

1385 Broadway Suite 1800, NY, NY 10018 Mark Zelen: 212-279-4150

Northeast

Bill & Sandie Ellsworth 781-326-3999

Southeast

West Coast

TeresaStephen & Krystal Crooymans 866-723-KIDS

Midwest

Richard Finkelstein & Al Zaiff 800-935-0236

Paul Daubney Texas/Southwest 404-577-6840 Annette Cardona-Stein 214-637-4446

Caribbean, Latin America & South Florida Rolando & Ana Hidalgo 305-266-8745

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International

Nathan A. Mamiye 212-216-6008

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SEPTEMBER

Noelle Heffernan Publisher Audrey Goodson Kingo Editor in Chief Nancy Campbell Trevett McCandliss Creative Directors EDITORIAL Angela Velasquez Fashion Editor Lyndsay McGregor Associate Editor Social Media Editor

Kids The Frog jacket, Velveteen button-down, Je suis en CP! linen shorts; Millions Of Colors cardigan, ILoveGorgeous shorts, Vans shoes, Morley skirt worn around neck.

Brittany Leitner Assistant Editor ADVERTISING Caroline Diaco Group Publisher Alex Marinacci Account Executive Jennifer Craig Special Accounts Manager PRODUCTION Tim Jones Deputy Art Director Production Manager Mike Hoff Webmaster

Cacharel top.

FEATURES 22 Green Scene As more parents search for eco-friendly products, retail experts reveal the top tips for capitalizing on the category.

26 Harvest Time President Angie Ting and Vice President Susannah Searson share the secrets to Apple Park's rapid growth in the organic market.

30

FASHION 30 Wonder Rainbow-bright hues lend a magical bent to spring's enchanting styles for tots.

4 Editor’s Letter 6 Talking Points 10 Hot Properties 12 Fresh Finds 14 On Trend 18 In the Bag 20 On the Shelf 42 Behind the Seams 48 Stargazing Cover: Kidscase tank top and cotton pants, Antik Batik scarf worn as cape.

Photography by Raphael Buchler. Styling by Mindi Smith. Hair and makeup

by Mona Marlowe.

CONTACT INFO Sales/Editorial Offices 36 Cooper Square, 4th floor New York, NY 10003 Tel: (646) 278-1550 Fax: (646) 278-1553 advertising@9threads.com editorialrequests@ 9threads.com Circulation Office Joel Shupp 26202 Detroit Road, #300 Westlake, OH 44145 Tel: (440) 871-1300 circulation@9threads.com CORPORATE 9Threads 26202 Detroit Road, #300 Westlake, OH 44145 Tel: (440) 871-1300 Xen Zapis, Chairman Lee Zapis, President Rich Bongorno, CFO Debbie Grim, Controller

EARNSHAW’S INFANTS', GIRLS' AND BOYS' WEAR REVIEW ISSN 0161-2786 (USPS-320-090) The business and fashion magazine of the childrenswear industry is published monthly by Symphony Publishing NY, LLC, 36 Cooper Square, 4th Floor, New York, NY 10003. The publishers of this magazine do not assume responsibility for statements made by their advertisers in business competition. Periodicals postage is paid in New York, N.Y. and additional mailing offices. Subscription price for one year: U.S. $48; Rates outside U.S. available upon request. Single price copy, $5. Copyright 2011 by Symphony Publishing NY, LLC. Postmaster: Send address changes to Earnshaw’s Infants, Girls and Boys Wear Review, P.O. Box 8548, Lowell, MA 01853-8548.

Publisher is not responsible for unsolicited manuscripts or photos. Any photographs, artwork, manuscripts, editorial samples or merchandise sent for editorial consideration are sent at the sole risk of the sender. Symphony Publishing NY, LLC will assume no responsibility for loss or damage. No portion of this issue may be reproduced without the written permission of the publisher. Printed in USA.

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children ’s world Clothin

Showr oo Octobe ms r 17–21 , 2013

g | Ac Tempo c e s so r ra ie s | S Octobe ries ho e s | r 17–20 Gif ts | , 2013 D é c or | Mate r ni t y | Juvenil e Produ cts

Where Children’s Fashions Bloom

Spring is here this October. Find everything you need to bring fashionable parents and tiny trendsetters into your store.

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Explore the newest Spring /Summer collections

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Network with exhibitors, buyers and style setters

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Gain business insight from industry experts

AmericasMart.com/ChildrensWorld | 800.ATL.MART | ©2013 AMC, Inc.

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editor’s note A LONGTIME FRIEND just had her first baby. It was a difficult pregnancy, and her son was born early and spent more than two months in the NICU. After he finally made his way home, I had the joy of watching her reverently cradle what she rightly called her “miracle baby,” with a look of absolute love. It was a testament to everything that’s awe-inspiring about being a new parent—why those late-night wakeup cries and piles of diapers are so very worth it. It was also a reminder of just how fragile newborn babies can be, and why it’s so important to ensure their health and safety.

Thankfully, a wealth of resources is available today for new parents looking for information on protecting their tots. In fact, September happens to be Baby Safety Month, sponsored annually by the Juvenile Products Manufacturers Association. This time around, the JPMA is putting an eco-friendly spin on its suggestions, covering topics like commonly-found chemicals in baby items and tips for recycling used baby gear. “Green is the new pink and blue,” is the slogan for the effort, and we couldn’t agree more—we’ve also gone green for the month of September.

I’m sure scientists will continue to disagree for many more years about the effects of the chemicals found in the products we use on a daily basis, but there’s no doubt more moms are becoming worried about how those chemicals could potentially harm their little ones.

In just 10 years, the organic apparel market has grown from half a billion to a $5 billion business—and it’s especially strong in the infant and toddler category.

With that in mind, we chatted with an array of retailers and manufacturers to find out how they have been successful in the green scene. Angie Ting, co-founder and president of Apple Park, chalks the brand’s success up to its design-first focus in our Q&A on p. 26.

While Ting works hard to ensure that every Apple Park plush toy and blanket is 100 percent all-natural, it’s the brand’s eye-catching packaging and timeless appeal that make it a hit at baby showers, she notes.

Amanda Searancke, founder of sustainably-sourced children’s clothing brand Nui Organics, seconds that notion in this month’s Shop Class feature on p. 22, a must-read for retailers looking to break into the organic market. “If retailers try to attract shoppers

It’s Easier Being Green Unlike a decade ago, the organic market is becoming increasingly stylish and affordable.

because their products are organic, they will be disheartened because people just want to buy cute clothes for their kids,” Searancke confirms. “Organic has to be in addition to all those other things.” In other words, leave the bland beige and oatmeal shades behind, and look to some of the exciting and colorful new options popping up on the market.

And if the price tag of going green is what’s holding you back, Searancke suggests giving the category a second look: With all of the new brands on the scene, costs are coming down. Example A? The eco-friendly wood and water-based paint used in the toys Giggle created for its J.C. Penney shop-in-shops, opening next month. (See p. 8 for a brief Q&A with Giggle Founder and CEO Ali Wing.) Many of the toys retail for as little as $10. “One of the easiest ways to deliver more value for each dollar paid is to produce products in volume,” Wing confirms. “J.C. Penney’s unique advantage for us is just that—producing for almost 600 stores helps make each price point easier to achieve, while still loading in tremendous design value.”

Of course, for some retailers, organic products may never move the needle. In that case, may I suggest another kind of green?

Timeless fairytale forests, like the one our intrepid infant and toddler models frolicked through for this month’s fashion shoot beginning on p. 30, never go out of style. And the playful colors popping up in chidren’s apparel next spring—we were reminded of the classic children’s book The Rainbow Goblins—should help rake in just the kind of green we all can endorse.

AUDREY GOODSON KINGO

audrey.kingo@9threads.com

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introducing our organic muslin collection

the original muslin swaddle since 2006 – and so much more

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visit us at ABC booth #5647 adenandanais.com | 718.801.8432 Š2013 Aden & Anais, Inc. All rights reserved.

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Talking

Points Runway Rewind

A

The summer winds down with fun-filled fashion events.

BEVY OF runway shows and fashion shoots with musical acts, celebrity guests and impeccably styled get-ups invigorated the world of children’s fashion just in time for the Spring ’14 buying season. The shows brought buyers, press, designers and industry insiders together. “It’s good to have a little fun during a market and still get some business done,” Angela Martin, marketing and communications manager for L’Officiel Enfant, offers.

The Swim Show in Miami (July 20-23) made a splash with suits from Rachel Riley, Wildfox, To the 9’s and Zeybra. The looks spanned nautical with stripes and ruffled skirts to full on mermaid-inspired two-pieces with sequins and metallic materials. Cover-ups and matching totes added incentive to buy more, while matching daddy and me swim trunks opened the door for nostalgic retro surf prints for boys.

Ralph Lauren kicked off the back-to-school shopping season in style with a “Day at the Stables” girls’ fashion show held at the Wolffer Stables in Sagaponack, NY, on Aug. 5.

Guests included Jessica Alba, Christie Brinkley, Edie Falco and Tiffani Thiessen, who were joined by their daughters to take in the equestrian-inspired collection of blazers, cozy sweaters and punk-ish plaid dresses. Girls were also treated to hair braiding, nail art by Essie and sweet treats from Dylan’s Candy Bar. New York City showroom L’Officiel Enfant hosted a catwalk on Aug. 5 as well, showcasing European brands such as Lucas Frank, Fun&Fun, MarMar Copenhagen and Very French Gangsters, at the Highline Loft in the Meatpacking District.

Actress Frenie Acoba, who plays Lavender in Broadway’s Matilda The Musical, opened the show with her poppy rendition of Jessie J’s “Price Tag.” Kids strutted—and in some cases moonwalked—down the runway in Spring ’14 pastel frocks and jumpsuits.

From a sales standpoint, Martin says the show was a success, noting that many buyers came back the following day

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to add looks to their orders that they saw at the show. “Almost everyone was standing and clapping, and I didn’t see anyone without a huge smile on their face during and after the show. Even some of the tougher buyers that attended left almost in giggles,” Martin says.

The glamour continued at ENK Children’s Club (Aug. 4-6) where the brightest and boldest trends were brought to life during a day-long fashion shoot in the center of the show floor.

The Kid Shop @ Children’s Club project allowed a rotating cast of style mavens to act as buyers and model their favorite looks from street to special occasion brands with props from the likes of Little Giraffe and Zutano. —Angela Velasquez

How to Kiss a Frog

Play Date Be it video games or

dolls, kids are experts at play and need a whimsical uniform to match. Enter the playsuit—one-piece rompers for girls that meld elements of layette with high fashion. High waists, cropped legs and strapless silhouettes lend a retro vibe to the playful look.

Jessica Alba and Christie Brinkley brought their daughters along for Ralph Lauren's fall fashion show for girls.

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Fairy Tales

Frothy full-length skirts and dainty caplets may just be the treasures needed to revive the special occasion category. A muted palette and subtle hints of shimmer keep the princess look grounded and suitable for flower girls no matter what the bride’s colors may be.

How to Kiss a Frog

Home Run

Rose Bule

Matching separates in light and relaxed materials like linen and chambray encourage multiple buys yet look just as chic on their own. For Spring ’14, boys’ sets take on an old-timey, sportsmanlike feel with stripes and long shorts, and feel as comfortable as pajamas.

Seventies Surf

California-inspired combinations of yellow, orange and blue befitting a Charlie’s Angel offer a warm and sporty alternative to the plethora of retro one-pieces flooding the swim market. And the suits coordinate with this season’s crop of beaded sandals and serape print accessories.

Tutu du Monde

Laundry

by Shelli Segal

Mod Squad

Shift dresses were cool for Twiggy and now for tweens, with updated mod interpretations that include a smattering of sequins and a pop of color blocking. The mod look was prevalent on the ENK floor with many brands focusing on bold geometric prints.

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Party Animal

Taking style cues from the colorful world of EDM (electronic dance music), kids’ sportswear basics, like tanks and jeans, are anything but basic with a blast of color and shine.

Funky accessories, including glitter tattoos (sold in kits), are a tweenage dream come true and make a perfect birthday add-on.

Hollywood Mirror tank, hat and backpack; jeans by Joe’s Jeans

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Funny Girl

Founder and CEO Ali Wing dishes on the debut of Giggle’s new boutiques popping up at J.C. Penney.

NEXT MONTH, POPULAR children's retailer Giggle will roll out more than 500 shop-in-shops located inside J.C. Penney stores across the country.

Bedecked in Giggle's signature sunny style, the GiggleBaby shops will offer everything from strollers and toys to layette and gifts. Though the products will be offered at a lower price point than Giggle’s boutique line, starting at $6 for hats and going up to $100 for a co-branded stroller, Giggle Founder and CEO Ali Wing assures she was able to maintain her brand’s high quality. In a quick Q&A, Wing gives us the scoop on the new shops. —Audrey Goodson Kingo Q: Why do you feel J.C. Penney is a good fit for Giggle?

I don’t believe that style is a price

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point. There are contemporary shoppers at every price point—except where there aren’t any product choices. The baby industry has long served up a pretty traditional set of colors, prints and patterns for baby products. And particularly as America’s new parent market becomes more diverse, we take pride in offering a more contemporary voice for parents and are excited to do the same for J.C. Penney, where we think the demand has long been underserved.

Q: Do you think J.C. Penney shoppers will be willing to pay a higher price at the GiggleBaby stores?

Definitely. As with any better priced offering, higher-priced products have to deliver more to justify their higher

price. From our materials to our designs and our added features, we will be focused on delivering quality for the J.C. Penney price point.

Q: How did you maintain Giggle’s high-quality design and materials at a lower price point?

We have collaborated with the J.C. Penney Baby team to build a great quality assortment that is both unique to J.C. Penney and appropriately valued for a premium offering.

And remember, one of the easiest ways to deliver more value for each dollar paid is to produce products in volume. J.C. Penney’s unique advantage for us is just that—producing for almost 600 stores helps make each price point easier to achieve, while still loading in tremendous value.

GiggleBaby for J.C. Penney one-piece.

Q: Are there any products created specifically for the stores that you are particularly excited about?

Truthfully, I’m thrilled about the whole assortment—everything from the look and feel to the quality.

What’s most different, however, is the large fashion apparel assortment. Featuring bold, bright colors and fun graphic prints, we think our GiggleBaby fashion program will put a smile on every parent’s face. We’re excited to share it with everyone!

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Perk Up

With added benefits for loyal buyers, Tea Collection looks to its existing retail partners to boost business.

EMERGING MARKETS LIKE China and Russia may be all the rage with manufacturers looking to swing more sales, and e-commerce is certainly popular with brands hoping to boost their business stateside, but Tea Collection decided to take a different tack for expansion. Instead, the popular children’s brand is partnering with its current brick-and-mortar accounts, providing special incentives to boutiques willing to turn a portion of their store over to the brand’s globally-inspired designs.

Tea Collection execs unveiled the latest perks added to its partnership program at its annual Tea Retailers Workshop, held in New York City last month, and attendees eagerly embraced the

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concept, which includes special benefits for “Passport” stores, which carry a selection from every delivery, and even more incentives for “Destination” stores, which carry the entire collection. “We treat each of our retailers as business partners and truly believe that by helping the retailers grow, we will all succeed together.” explains Co-founder and CEO Leigh Rawdon What do the benefits include?

For starters, a commission on sales that take place on the Tea Collection website from inside a retail location—a new incentive that was met with sighs of appreciation at the brand’s event, especially from retailers who complained that customers turned to

the Tea website when their store was out of a particular size or style. “With the online commission program, store owners have every reason to help the customer with the order right then and there,” Rawdon says. “We will ship the order to the customer's home with complimentary shipping, and then pay the stores a meaningful commission. It is a win-win for the retailers and Tea—but most of all for the customer!”

It’s all part of Tea’s strategy to invest in the brand by going

A Tea Collection

deeper rather than broader. In shop-in-shop fact, the company has cut back at Baby Bliss in Dallas, TX. from 500 to 250 stores in the past few years. “We want customers to experience Tea Collection in a meaningful way. We’re a brand with context, and we love to share our discovery of a new destination and how it influences our designs each season,” Rawdon explains. “Creating a Tea shop-inshop, a cohesive branded environment, helps to tell our story and drives sales for the brand and for retailers.” —A.G.K.

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HOT PROPERTIES

Jaxxwear Hits the Books with Eric Carle THE CLASSIC CHILDREN’S book The Very Hungry Caterpillar celebrates its 45th birthday next year, and children’s apparel brand Jaxxwear Inc. is celebrating in a novel way. For Spring ’14, Jaxxwear, known for its 100 percent Peruvian

pima cotton infant collection, will launch a line featuring characters from author Eric Carle’s beloved books, keeping the original tissue paper and painted collage look, says Heather Jaffe, president and creative director at Jaxxwear.

“We worked for nearly three months with different printing techniques and factories in Peru to find a way to print on Peruvian pima cotton and maintain the integrity of the [original] artwork,” Jaffe says. Long sleeve styles featuring Carle’s iconic caterpillar, frog, dolphin and flamingo characters begin shipping in November. Email Jaxxwear Sales Director Bob Brownfeld at bob.brownfeld@jaxxwear.com, for more information about the collection, which wholesales for $17.50 to $20.50.

Izod Partners with Cutie Pie Baby WITH MORE THAN 90 years of experience in men’s, women’s and kids’ fashion, Izod is finally tapping into the infant market with a new line in partnership with Cutie Pie Baby for Spring ’14.

The collection will include infants’, toddlers’ and kids’ clothes under the Izod label, with a special holiday three-piece sweater set to hit stores by Fall ’13. “It’s a great thing for kids to know about Izod and reinforce the brand with parents and grandparents,” says Ken Wyse, president of licensing and public relations at PVH. (The company bought Izod in 1995.)

Inspired by Izod’s sporty heritage,

the collection includes striped overalls, two and three-piece sets for boys and three-piece sets and dresses for girls in sizes newborn to 20, with retail prices ranging from $12 to $60. Contact Paul Friedman at paulf@cutiepiebaby. com to learn more.

THE CHILDREN’S CLUB New York City, October 6 - 8th

ABC KIDS EXPO Las Vegas, October 15 - 18th

Offspring

1385 Broadway, Suite 1800 NY, NY 10018 Mark Zelen: 212-279-4150

Northeast

Bill & Sandie Ellsworth 781-326-3999

Southeast

Paul Daubney 404-577-6840

Caribbean, Latin America & South Florida

Rolando & Ana Hidalgo 305-266-8745

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West Coast

TeresaStephen & Krystal Crooymans 866-723-KIDS

Midwest

Richard Finkelstein & Al Zaiff 800-935-0236

Texas/Southwest

Annette Cardona-Stein 214-637-4446

International

Nathan A. Mamiye 212-216-6008

8/19/13 12:58 PM

Chewbeads Steps Up to Bat with MLB AS THE REGULAR baseball season draws to a close this month, Chewbeads is keeping fans pumped for the Spring ’14 season with a range of infant-safe teethers and necklaces in partnership with Major League Baseball.

Elana Schulman, vice president of sales at Chewbeads, knew an MLB-themed line would be the perfect way to introduce the company’s non-toxic jewelry to sporty moms and dads. “We are excited to get Chewbeads to a new customer who may not otherwise have come across the brand,” she says, adding that while the line will be available at specialty retailers and MLB.com beginning this month, she hopes to eventually sell in stadiums and sporting goods stores. The teethers will feature the logo of one of 12 MLB teams, while game day necklaces with beads in team colors will be available for all MLB teams. Wholesale prices range from $9 for the teethers to $17 for necklaces, and Schulman says they hope to expand into bracelets to offer a full gift set.

Email sales@chewbeads.com for more information.

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Bugaboo Cruises with Pendleton DUTCH COMPANY BUGABOO has partnered with American heritage brand Pendleton Woolen Mills to produce a line of sun canopies and tailored fabric sets for its popular strollers. Pendleton, based in Pendleton, OR, created a different print for each of the three Bugaboo stroller designs, the donkey, bee and

chameleon. The sets come in Pendleton’s signature deep red, gray and blue tones in plaid and Aztec prints with arrows designed to represent America through the cardinal directions.

Each canopy also comes with a matching 100 percent pure virgin wool blanket. “We love for designers to bring their own DNA to the table,” says AnneMieke Minderhoud, Bugaboo’s global PR manager. “With the Pendleton collaboration we could give each stroller its own pattern and its own story,” she adds. The limited edition line will be available at select stores worldwide this month including Giggle and specialty stores like NessaLee Baby. The Pendleton accessories retail from $159 to $259. Visit www.bugaboo.com for more information.

8/19/13 12:58 PM

F

RESH FINDS

Back to Basics

Moon et Miel sizes up for summer with Moon Teen, a line of 100-percent cotton basics for girls ages 10 to 16. Spanning comfy tees and slim-cut pants to mini skirts and lace-accented dresses, the debut collection is inspired by Moroccan artisans and comes in a wearable palette of neutral hues and punchy shades of pink and coral.

Wholesale prices range from $70 to $80. Check out www.moonteen.com.

Oui, Oui

Five-year-old brand Bleu Comme Gris is bringing its version of Parisian cool to the U.S. Born out of a desire to restore respectability to the school uniform—think pleated pinafores and fitted pants—the collection has expanded to include contemporary togs in sizes 3 months to 16 years, combining elegant lines with beautiful fabrics and quality workmanship. Wholesale prices average $22. Visit www.bleucommegris.com.

Zip It!

Thoughtful details add polish to neutral palettes.

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Zipaboo is a new line of patent-pending footed one-pieces featuring a zipper in place of snaps. Made from 100-percent pima cotton and wholesaling for $18, each twofer-style romper allows for quick and easy diaper changes at any time, without exposing babies’ chests to the cold air or tugging at their legs. Sizes range from 0 to 18 months. Check out www. zipaboo.com.

8/15/13 5:39 PM

Mini-Me

The latest addition to the Milestone Enterprise Ltd. family, Troubadour Kids, makes shoes for boys and girls just like mom’s and dad’s, only smaller. Available in sizes 6 to 13, and spanning velvet smoking slippers and creepers to glitter-encrusted brogues, the stylish shoes offer the support and comfort required to help young feet develop naturally.

Wholesale prices range from $25 to $62. Go to www. troubadourkids.com.

Globe Trotter

Fussy Toes scoured Europe for small factories that still produce natural leather shoes using Old World techniques and introduces the best of the bunch to the U.S. this year.

Spanning sizes infant to 5.5 youth, the certified orthopedic styles feature breathable linings, full arch support and skid-free high impact rubber soles that are tough enough to live up to kids’ adventures.

Wholesale prices range from $56 to $102. Visit www.fussytoes.com.

International Appeal

Retro Rules

Lil Jachs, an offshoot of vintage-inspired adult line Jachs, launches for Spring ’14. Boasting a range of casual essentials for boys ages 4 to 6, the collection’s relaxed button-down shirts and printed canvas shorts call to mind classic Americana and summers in Nantucket. Wholesale prices range from $13 to $28.

Go to www.jachsny.com.

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Nimm may be based in Amsterdam, but the brand has taken a pinch of inspiration from all around the globe to bow clothes that add a dash of flavor to kids’ sweetness.

Standouts for spring include boys’ tailored summer blazers and tissue-thin tees while girls look chic in ladylike skirts paired with Peter Pan collar blouses.

Sizes range from 4 to 11 and wholesale prices range from $17 to $38. Visit www.nimm-label. com.

8/15/13 5:40 PM

OnTrend

Betti Terrell romper

E-Land tank top and skort

Muddy Feet Boutique swimsuit

Mum’s skimmer

PHOTOGRAPHY BY MCCANDLISS AND CAMPBELL; RUNWAY PHOTOGRAPHY COURTESY OF PITTI BIMBO

Woolly Boo sleep sack

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JoJo Maman Bébé dress

Hatley one-piece

Kapital K one-piece

Quis Quis & From the World

Hannah Banana

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Set Sail In the 1800s the French navy wore striped shirts because the print was an easy way to find and rescue sailors who had fallen overboard. Today, the nautical fashion statement is a surefire way to identify a stylish kid. Spring ’14 is flooded with French-inspired Breton stripes, sailboat patterns and seafaring color stories for boys and girls. Styles for tween girls revisit the 1940s with retro neckties and bathing beauty swimsuits, while boys channel their inner Popeye the Sailor with kitschy anchor embroideries. —Angela Velasquez

Suoak pants

8/15/13 12:06 PM

OnTrend

Fade Out

Tootsa MacGinty jacket

The ’80s might be responsible for some of fashion’s lowest points (shoulder pads, scrunchies and stretch stirrup pants are some memorable gems), but the decade of acid wash and neon is not entirely a wasteland of cringe-worthy sartorial moments.

Light wash denim is making a chic comeback on straight leg jeans, cinched dresses and headbands—the perfect companions for a crisp white tee on a summer’s day. And for the newest generation of prepsters, blue chambray lends a breezy cool vibe to polished button-down shirts and frocks. —A.V.

Miss Grant

Havoc Denim long shorts

Dori Bows headband

La Miniatura printed jeans

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8/20/13 12:09 PM

Diesel

Kallio belted dress Snuggly Ugly doll

Masala Baby tunic

Fore!! Axel & Hudson chambray shirt

Laura Ashley dress

Submarine

Kushies

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8/15/13 12:07 PM

IN THE BAG

diaper guru

Lugging a packed diaper bag is an everyday workout, but the local yoga studio might be the only spot a new mom can find serenity. It’s time well spent toning up and finding balance, thanks to a new crop of mommy and baby yoga classes specializing in bonding and bending with the little one. Spill-proof bottles for both yogis are essential, as are fruit snacks stored in a convenient collapsible container for a post-workout pick-me-up. A bit of Buddha bling goes from studio to lunch, while the soothing feel of an organic cotton blanket and kimono top are sure to create Zen at home. —Angela Velasquez

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1. KicKee Pants double-sided organic blanket 2. Aladdin collapsible snack container 3. 7 A.M. Enfant lightweight tote 4. BPA-free bottle by Thinkbaby 5. Lug water-repellant wallet 6. TKO rubber watch 7. Blossom Box Buddha ring 8. Huggalugs leg warmers 9. Gaiam yoga mat 10. BPA-free water bottle by Cool Gear 11. Babysoy organic top.

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On the Shelf

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You could say interior design has come a long way since Elvis Presley’s Jungle Room first wowed the world in 1982, when his Graceland mansion opened to the public. The latest roundup of junglethemed décor and gift items are inspiring roaring good fun with cheeky bookends, cuddly pals and games that invite kids to discover the animal kingdom. And while the King’s love of velvet paintings and shag carpet struck the right note for his rock star taste, the latest pack of lovable creatures—big and small—will make a more colorful, not to mention more hypo-allergenic, impact on children’s bedrooms this season. —Angela Velasquez

1. Imagination Kids rainbow blocks 2. Child to Cherish ceramic bank 3. Eeboo animal-themed lacing cards 4. Lakeshore board game 5. Skip Hop bookend 6, 7 & 8.

Scholastic animal story books 9. Zutano wall art 10. WubbaNub pacifier pal 11. Seedling Kids jar of frogs 12. Streamline monkey sound alarm clock 13. Two’s Company jungle animal stacking dolls 14. SoYoung coated linen lunchbox 15. Cloud B plush puppet.

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SHOP

class GREEN IS IN. Marshal Cohen of The NPD Group reports that eco-friendly apparel and accessories make up $5 billion of the $200 billion fashion business in the United States—just a decade ago it barely grazed half a billion. Meanwhile, the Cotton Incorporated 2013 Environment Study reveals that more than two out of three consumers agree that they are happy to be environmentally friendly as long as it saves them money, and more than half of shoppers describe themselves as “green consumers.”

good for pinning down a definition. More often than not, these descriptors don’t tell consumers anything specific about the products being sold. Some “all-natural” plush toys may be stuffed with non-organic filling and though fast-fashion giant H&M is the No. 1 buyer of organic cotton in the world, the vast majority of big name brands tend to blend— using organic alongside non-organic fabric.

“If you’re going to do it, do it properly,” says Raegan Moya-Jones, founder and CEO of Aden + Anais, which is expanding its collection of organic swaddle blankets this year. “Not all things marked organic are the real deal. Make sure you understand the process and ensure that what you are selling is really organic.”

Heather Rider, owner of Monkey Bars, an eco-friendly kids’ boutique in Alameda, CA, stresses that research is paramount. “When I go to other stores with my kids I see a lot lines that I know have a lot of money behind them and are made in China.

Even though they have green packaging and look super-earthy, they’re not,” she says, adding that she prefers to research online, rather than trusting a brand’s spiel at a show.

“If it’s in my store, then it’s safe. It does put the onus on me, which I’m totally fine with.

When people come in and start asking really basic stuff like ‘Is there lead in this?’ the oneliner I usually use is, ‘It’s not in the store unless I have used it or I would use it with my own kids,’” she shares.

But how can you be sure a product lives up to its earth-friendly claims? One way is to look for a white and green “USDA Organic” label. In order to label a product organic, it must be USDA (United States Department of Agriculture) certified, meaning it has met the requirements of the USDA NOP (National Organic Program) standards throughout the entire production process—no cancer-causing dyes or finishes and no fudging the data on organic content. Manufacturers must specify what percentage of organic materials a given item contains.

Amanda Searancke, founder of Austin, TX-based Nui Organics, a line of sustainable wool and cotton clothing for kids ages newborn to 10 years, advises retailers who are thinking of going green to look at everything the market has to offer. To retailers who are worried by the higher price tag that usually comes with eco-friendly duds,

GREEN SCENE As more parents make an effort to buy ecofriendly products for their children, retailers with the right strategy can maximize their organic sales.

By Lyndsay McGregor

That leaves a lot of opportunities for childrenswear manufacturers and retailers to capitalize on parents looking to purchase more organic and environmentally sound products.

“With an increase in allergies and skinrelated problems, parents choose to protect their family using non-toxic, environmentally friendly products,” says Sheree Lee, creative director and founder of New York’s Tane Organics. “Modern parents are also very conscious of leaving a cleaner, healthier earth for their children, and are therefore choosing to live an eco-friendly lifestyle.”

More and more designers and retailers are promoting their brands as environmentally conscious, too. “The industry is becoming more aware of how we can reduce our carbon footprint. The whole process of using chemical dyes and plants cultivated using pesticides—it all has a huge effect on the water supply and that goes into the food we eat.

People are becoming aware of how detrimental these things are,” offers Sariah Park, adjunct professor at Parsons The New School.

To be sure, eco-friendly fashion is one of the biggest and fastest growing trends of the decade. We asked an array of retail experts to share their secrets to attracting an organicinclined customer.

DO YOUR HOMEWORK. Nowadays in fashion “organic” and “ecofriendly” are popular buzzwords that get bandied around quite a bit—which is a good thing for building eco-awareness, but not so

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Searancke shares. “We’re evolving as a brand, too, so we have customers who loyally come back to us season after season.”

TAKE BABY STEPS. “I would suggest beginning with product in the newborn or infant size range to potentially capture a wide audience consisting of parents, grandparents and gift givers,” advises Nancy Kaplan Ostroff, associate professor and assistant chairperson at FIT. Searancke agrees. “That’s when people are obsessive about what they put into and onto their child’s body,” she notes. Lee furthers this sentiment by adding, “Baby products are a great introduction to organic products, since babies’ skin is more porous and thin, more prone to absorb and hence less resistant to bacteria and harmful substances.”

By introducing organic products to your merchandise mix through the infant/toddler category, you’re also opening the door to a potential long-term relationship with your shoppers. “I have customers who have grown up with Nui. They originally bought our one-pieces for their newborn, and they loved the quality and colors,”

EDUCATION IS KEY. Consumers are increasingly concerned with working conditions, environmental issues and outsourcing, and are demanding similar accountability for their tots’ togs. It’s simple: origins matter. And retailers are now required to hand over information about exactly how and where their products were made.

“Train the sales staff and get them excited about the products and to tell the story,” Lee advises, adding, “A gentle approach to education and authentic communication is key. Once the consumer is aware of the many benefits of using and wearing eco-friendly products, they are much more appreciative and eager to start.”

Rider agrees: “I think my approach is very down to earth. I don’t want to admonish consumers—I educate them on the benefits of going green.”

Suzanne Price, founder of organic-centric

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Searancke points out that the market has changed. “Don’t be scared off because you thought organic was expensive. Revisit lines you had considered in the past but didn’t buy because they weren’t affordable then. The market is bigger now, so prices have come down,” she points out.

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chain Sprout, notes that there are different segments of customers when it comes to those interested in organics: There are “extreme green” customers who want everything in their life and everything that touches their child to be organic, she says— and if your sales staff can’t match their level of expertise, they will take their business elsewhere.

“Our customers know they can trust Sprout because everything we carry across the board is organic,” she says.

And then there are consumers who are starting to become concerned about more basic lifestyle choices, like not using plastic food containers or purchasing sustainable fabrics. Your staff needs to be able to mix knowledge with enthusiasm about the product and pass that message on to the consumer. “I try to teach people the benefits of organic cotton,” Rider says. “Cotton is one of the most chemically treated crops in the world—it can be processed with chlorine bleach, formaldehyde or hydrogen peroxide—and babies’ skin is especially sensitive and can react to conventional cotton fabrics.”

being cute. Moms who are pregnant or have a newborn are more conscious of organic clothing but as the kids get older, parents seem to think about it less,” Price says. Searancke echoes this, adding, “If retailers try to get people in because it’s organic they will be disheartened because people just want to buy cute clothes for their kids. Organic has to be in addition to all those other things.”

Lee says the sweet spot is to fold organic product into the various assortments in the store.

“Focus on the great design of the product and have the confidence to introduce the organic benefits intimately,” she shares.

Searancke adds, “Sometimes consumers might be deciding between a pair of pants that are organic and a pair that aren’t organic; they look similar and have a similar price point, and maybe the fact that one is organic will sway the sale.”

Kaplan Ostroff recommends grouping a mix of basic tees together or merchandising them with a range of bottoms. “The important thing is to be authentic. If you offer organic or eco-

“Don’t be scared off because you thought organic was expensive...

The market is bigger now, so prices have come down.”

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MIX IT UP. Whereas grocery stores like to highlight their organic produce, either in separate sections or with signage that differentiates it from the rest, the same approach simply won’t work for childrenswear. As reported in the Cotton Incorporated 2013 Environment Study, consumers say they are more likely to buy clothing labeled as 100-percent cotton or made-in-theU.S.A. than clothes marketed as natural, sustainable or environmentally friendly.

“Most consumers just care about clothing

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friendly merchandise, be prepared to back it up. It should not be just a perception,” she notes.

Most importantly, keep it cute, Price says. “I’ve seen a lot of organic stores where everything is beige. There’s no reason why anything green has to mean plain and boring,” she quips.

Plus, mixing it up is a great way to gauge precisely which types of all-natural items parents are willing to pay a premium for.

“A lot of parents talk about how important it is to use organic products, but don’t always want to pay a higher price for it. If you make sure that you have some organic and nonorganic choices in each category, you can start to figure out what your customers are willing to spend more on,” Moya-Jones notes.

and I think that makes people crave a more simple option for their child.” She points to PlanToys, wooden toys made in Thailand from sustainably sourced rubber wood with vegetable dyes, as a great example of an eco-friendly toy that appeals to parent and child alike.

That applies to the products that goes on kids’ skin, too.

“With my girls I’m not adamant that everything be organic. However, I’m willing to spend more on their skin and hair care to make sure what they put on their body is naturally-derived and chemical free,” Moya-Jones says. Even companies that specialize in body and bath products for children often use irritants like phthalates, sulfates and parabens. Rider swears by her store’s array of Zoe Organics, an eco-friendly skin care line for babies that uses only organic ingredients.

“I think people in general are becoming more aware and, by default, conscious of the environment and how we treat it,” Moya-Jones adds. “People feel more obliged to do their little bit to help.” •

“Focus on the great design of the product, and have the confidence to introduce the organic benefits intimately. ”

CONSIDER MORE THAN CLOTHING. It’s important to offer consumers a range of organic products to choose from, from gifts like plush toys and swaddling blankets to wooden playthings and skin care products. With more and more mainstream toys being recalled for toxic paints or harmful components, many par-

ents are turning to all-natural, non-toxic basics to keep their kids safe and happy.

“There’s a great need for retailers to carry toys that are eco-friendly and made from recyclable materials. A lot of toys today are made with toxic materials and these are sitting in landfills, and kids are learning about this in schools and they’re a lot more aware than parents are,” states Laxmi Wadhwani, founder of Zeenie Dollz, a line of eco-friendly dolls made of recycled plastics. Price adds, “Everybody has iPad apps for their toddler,

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Q& A

Harvest Time IN JUST FOUR SHORT YEARS, ORGANIC BRAND APPLE PARK HAS BECOME A BABY SHOWER STAPLE FOR ECO-CONSCIOUS MOMS. CO-FOUNDER AND PRESIDENT ANGIE TING AND VICE PRESIDENT OF SALES AND MARKETING SUSANNAH SEARSON REVEAL THE COMPANY’S PLANS TO REAP THE REWARDS WITH LOWERPRICED OPTIONS FOR TOTS AND BY EXPANDING ACROSS THE GLOBE.

BY AUDREY GOODSON KINGO

O From left: Co-founder and President Angie Ting, Co-founders and Designers Susan and Chloe Pate and Vice President of Sales and Marketing Susannah Searson take a break at Apple Park’s Lake Tahoe retreat.

n a postcard-perfect day in July, right before the grueling summer trade show circuit begins, the executives at organic brand Apple Park are tucked away in Tahoe. While the location may be perfect for a few days of hard-won relaxation, it’s actually a working vacation for the four women. Surrounded by the area’s soaring pines and a canvas of blue sky overhead, it’s the perfect place to pick up what Co-founder and President Angie Ting labels a little “ecoinspiration.”

For a company whose motto is “beautifully green,” Lake Tahoe’s scenic outdoor vistas serve as the perfect reminder of why the brand’s earth-friendly mission is so vital—although no reminder is needed for the brand’s execs, which include Vice President of Sales and Marketing Susannah Searson, as well as Co-founders and Designers Susan and Chloe Pate. “As a mom of two, I’m really concerned about the safety of baby products and

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the environment that my children grow up in,” says Ting, who adds that the entire Apple Park crew shares her eco-conscious mindset. “We are lucky to have a very good team, where we all love what we’re doing and really believe in our mission of introducing high-quality, beautiful and green products to children around the world,” she says.

Not surprisingly, Ting came up with the idea for Apple Park out of a desire to give parents and tots more all-natural, earth-friendly toy options. Fortunately, toy making was a subject she knew about first-hand, after years of helping her husband’s family run their toy manufacturing company in Hong Kong. Aside from learning about the finer points of production and SKUs, she also realized precisely what the market was missing. “I saw an opportunity at the time, because there weren’t many quality, green products in the children’s industry,” she points out.

While the green movement had gathered plenty of steam by then, not many brands had managed to combine an environmentallyfriendly ethos with high-quality design, notes Susannah Searson. “In the early stages of organic toys, so many of the products ended up looking like oatmeal and cardboard. Angie realized there was no reason that organic products couldn’t be appealing and modern and giftable, but still safe for children and the environment,” she adds.

From the get-go, the little red boxes packed with the brand’s adorable plush toys were a hit—especially with gift givers looking for the perfect baby shower present. Over time, Ting and her team began to realize they had more to offer the market than just toys. “When we initially started, we came out of the gates thinking we were a toy company, but in actuality we’ve learned we’re more of a lifestyle brand,” Searson explains. “And a lot of our business really comes more from the high-end gift market, as well as children’s apparel and gear stores, in addition to the toy stores.”

Since the launch, Apple Park’s product assortment has expanded to include everything from blankets to a new book series, which the company sees as a way to “ecoeducate” kids about concepts like trying new foods and discovering how food is produced.

Apple Park has also been enormously successful this year with Organic Farm Buddies, a lower-priced diffusion brand that was picked up by both Whole Foods and Fred Segal. As for what’s next, Ting is keeping an exciting announcement for 2014 under wraps, but in the meantime, she reveals the brand’s plans to go global. “We’re looking into expand-

ing internationally, into Asia, Europe and Australia,” she shares. In fact, this month marks Apple Park’s official European debut, when the brand sets up shop at Kind+Jugend in Cologne. “I think our organic products will be loved by moms all around the world.”

Apple Park launched right in the midst of the recession. What helped you survive?

Susannah: Even in the tough economic times that we’ve seen, people continue to spend money on their children. I think people are making more conscious decisions when they are purchasing as well. They’d rather have quality than just quantity. People are really, really looking for that special gift for children.

And Apple Park really lends itself to gifting because our packaging is so incredible.

It always makes us a standout gift at a baby shower. And the quality of the product really ensures that it will be an heirloom piece.

That’s our mission—to ensure that when a child receives a Picnic Pal or one of our beautiful stroller blankets that it’s going to be an item they keep forever. Also, we’ve got a nod to classic toys, but with a modern twist, so we really appeal to grandparents, as well as young, hip moms. That’s another advantage we have.

What was the biggest hurdle in the first year?

Angie: The biggest challenge was to source quality, organic fabric from around the globe.

We spent a lot of time doing research, and we actually spent about a year sourcing all the material we needed. The organic fabric market wasn’t very mature at the time and there weren’t many vendors that could make quality fabric. So we actually source from several different countries to maintain the level of quality we expect of our materials.

It was also quite challenging when we first launched because a lot of people didn’t understand organic fabric. They understood organic food and why it’s good for your health, but they didn’t understand why organic fabric and organic plushes are good for you—and conversely why polyester is not so good. So we spent a lot of time getting information from professionals and putting it on our website as well as crafting a mission statement to educate people about how organic fabric helps reduce allergens, and about how the lack of chemicals is good for both mom and baby.

How do you educate consumers about Apple Park’s green mission?

Susannah: We really invest a lot in our packaging and concepting. Not only do our hang

tags have a green message explaining how we are green and what that means, but we also include an abbreviated version of our story. We also have a lot of signage that explains the attributes of the product—why and how our product is organic and why it’s a better choice. And our website has been another great resource center for people wanting to learn more about the importance of organic toys.

Education is key, but the look of the product always comes first, right?

Susannah: Absolutely. First and foremost, it’s important that we have a beautiful product. And that’s why we use the real silks and detailed fabrics. On a lot of our product, some of the detail work is sewn by hand. Then, the fact that we’re also organic and safe for children and the planet is just the icing on the cake.

Angie: I agree. I think parents are first attracted to the design, and when they pick it up and realize it’s actually good for the environment, it’s just a bonus—and they’re very happy to make the purchase.

Susannah: We also give planograms to our retailers to help them set up, and with every wholesale purchase we provide a miniature version of our apple tree and a gingham picnic blanket, so that retailers have an opportunity to make a nice story with the brand.

Nowadays, you also have to inform consumers that the all-natural claims made by many brands are misleading.

Susannah: A lot of the original pioneering organic brands on the market right now, that claim to be organic and safe for children, have reverted to filling their products with polyester. It’s a little disheartening. Internally, we also say Apple Park is green to the core, because we only use organic cotton and sustainable corn husk fiber to fill our products.

Do you think parents are aware?

Angie: It’s actually a big concern. We will continue to go with natural filling, because polyester dust has a lot of chemicals that aren’t 2 0 1 3 S E P T E M B E R • E A R N S H AW S . C O M 2 7

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even good for adults, and especially not for babies. If you use organic fabric but the inside is polyester, it’s still half and half. It’s not the real thing. Even though the cost is higher and it’s a little more difficult to make with natural filling, we will continue to do it because it fits our goals.

Susannah: So many studies show that polyester continues to emit toxins and compounds that are mutagenic after it’s manufactured.

And those materials are in toys that children are spending hours playing with, sleeping with and chewing on. We just really want to make sure there are no harmful substances in our children’s cribs.

Do you think more parents are becoming interested in earthfriendly, all-natural products?

Angie: Absolutely. I think a lot of parents are becoming more educated. And there’s been a lot of press in magazines and blogs talking about how organic products are good for the health of your children, and I think a lot of moms are becoming more aware of the benefits.

Susannah: If you look at organic food 10 years ago, it was a pretty niche market, and it seemed a little foreign. Now, it’s quite commonplace and expected, and we’re seeing the same trend with children’s and baby products. I think in the future it will be expected that children’s products are safe and healthy.

I think one surprise to both parents and retailers is how affordable organic has become.

Susannah: Yes! We just launched a new product line this year called Organic Farm Buddies, because we wanted to make safe, organic toys accessible to everyone, regardless of your socio-economic demographic. The line is made entirely from polyester-free, organic, sustainable materials, and everything retails for under $15. It’s been very well received in the marketplace, getting us into retailers such as Whole Foods.

Has the lower price point allowed you to open more doors?

Susannah: We do have an extension into the natural grocery category and BuyBuy Baby with the line that we don’t have with Apple Park—we protect the Apple Park brand a bit more distribution-wise.

But what’s interesting is that almost all of our high-end boutiques and existing Apple Park accounts, including Fred Segal and Sprout, have brought in the Organic Farm Buddies.

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The growing number of organic brands on the market also makes it easier to source materials, right?

Angie: Yes and no. If you’re talking about very simple fabrics, yes.

But we want to be different, so we put a lot of details on the fabric, like prints on our organic cotton. There are a lot of organic cotton jerseys on the market that are plain in color, natural white or brown, so those are easy to source. But to find a nice print on a high-quality, environmentally-friendly fabric like we have on our Picnic Pals is still not quite as accessible. That level of quality is still not as easy to find in organics as it is in conventional cotton fabric.

Organic performs really well in the infant category. Do you see the market expanding to encompass products for older kids, too?

Susannah: Definitely. Toddlers are often putting things in their mouth, which makes it really hypercritical that we make sure these are safe products. And for our older children, we still want to make products that are not only good for them, but things that are also good for the environment. For example our backpacks aren’t a product that the child is going to be chewing on or sleeping with, but we do want to ensure that they have a beautiful planet for their future.

Angie: We used all the same concepts when launching our backpack, to make sure it’s eco-friendly. We used a really, really nice fabric

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made from recycled plastic bottles.

Susannah: The backpack saves 24 bottles from going into a landfill and the lunch box saves nine bottles from going into a landfill. It really gives the customer that hands-on experience of ‘Wow, I’m making a difference with this purchase.’

How would you describe your average customer?

Susannah: We would say our average customer is an educated, active parent, who is concerned not only about the health of her children but the future of the planet, too. But she’s also a stylish woman who appreciates and expects a beautiful product.

I suppose that describes Apple Park fans Sarah Jessica Parker and Jessica Alba!

Susannah: We’ve been really fortunate that people like Sarah Jessica Parker and Jessica Alba agree with the ethos of our brand and are choosing it for their own friends and family. We’ve been fortunate in that people have sought us out, because we’re really the only people in the market doing what we’re doing.

Aside from celebrity support, what else has been helpful in catapulting Apple Park to success?

Susannah: I would say it’s a combination of several things. We have a pretty aggressive trade show plan. We participate in gift shows, toys shows and apparel shows, as well as some international shows. We’re also fortunate that our product merchandises really well at point of sale. We have some spectacular retailers who have been really quintessential at helping us build our brand. In fact, one of our most exciting moments was in our first year, when Fred Segal came in and fell in love with our line and insisted on taking the tree from our trade show booth—we have a big tree sculpture—and putting it in both of their stores in Los Angeles. And every year since, we’ve done their entire Christmas display in their store. We outfitted 20 Christmas trees all in Apple Park animals. That was definitely one of our peak moments, when Fred Segal brought us in and just turned the store over to us.

You also have nearly 20,000 fans on Facebook. Any social media tips for other companies?

Susannah: We’ve found that photographs of children using our products in everyday life really get the most attention. That’s been a wonderful way to communicate with moms, and for us it’s very satisfying to see the end user in action with our product.

Sleep. Easy.

A lot of brands have struggled to succeed in the organic market.

What was different for Apple Park?

Angie: We believed in our concept—that we were doing something really good for babies and the environment. We’re all very happy working for Apple Park, and that’s evident in the energy we bring to work everyday.

Susannah: We’ve been accused of having contagious enthusiasm.

Angie: I think passion is very important. If you have passion that comes from the heart—that you’re doing something you really love and really believe in—then you will be good at it, as well as happy doing it every day.

What do you love most about your job?

Susannah: My boss.

Angie: Susannah. [Laughs.]

Susannah: We also feel very honored to help people find gifts to commemorate what is quite often the best day of someone’s life, the birth of a child. It’s a real privilege for us to take part in that with so many people across the world. •

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8/20/13 9:31 AM

Kidscase tank and cotton pants, Antik Batik scarf worn as cape; Peas And Queues skirt worn as top, Bobo Choses harem pants.

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8/20/13 9:31 AM

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8/20/13 9:32 AM

Top from Eneko Showroom, Bobo Choses shorts.

Opposite page: Child of the World skirt worn as top; Poppy cardigan worn over Mini Rodini one-piece, Zuzii shoes.

Hair and makeup by Mona Marlowe. Props by Mindi Smith and Domonique Echeverria.

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8/20/13 10:29 AM

BEHIND THE SEAMS

Compassion Fashion

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A new children’s brand aims to help stop child trafficking.

FTER TRAVELING TO Southeast Asia to learn more about victims of child trafficking, Laurie and Dave Wirgler knew they wouldn’t be able to return home and stay silent about the issue. The husband and wife duo were inspired to visit Thailand, the Philippines and Cambodia in 2011 with Rob Morris, president of the charity Love146, after hearing Morris speak about what could be done domestically and worldwide to help young victims of trafficking.

At the time, Laurie was the general merchandise manager for Motherhood Maternity, but she “had a vision to start a clothing company to benefit humanity,” she recalls. Just one year later, she left her position to launch Laugh, a children’s clothing line that promises to donate 30 percent of all total retail revenue to help stop child trafficking internationally and in the United States. “While there is a significant international problem, there is also a huge problem here in the U.S.,” says Wirgler. “We wanted to make sure that we support organizations which are working towards ending human trafficking all over the world.”

Laugh stands for “Love Abundantly, Unconditionally Giving Help,” Laurie says, and the brand’s first collection, which retails for $38.50 to $58.50, consists of graphic tees and denim for boys and girls sizes 2 to 8. In 2014, the line will expand to include sizes down to six months, and by Spring ’14, dresses and shorts will be added to the collection, which is all designed by Laurie. Boys’ shirts feature BMX and hot rod car prints, while the girls’ line is filled with whimsical scenes of ballerinas dancing in different cities like New York and Paris.

Rather than work with an existing non-profit, or start their own, the Wirglers thought of the line as a direct way to earn money for groups that need it. “I could have started a non-profit,” Laurie says. “But I thought, if we could have more profit entities actually funding non-profits, it would be a perfect marriage of both organizations. These organizations don’t need more people talking about them—what they need is money,” she adds.

Laugh spreads the 30 percent among charities like Love146, Not For Sale and Courage Worldwide, which help set up houses for victims, host fundraising events and present prevention education in schools. Since for now Laugh is only an online boutique, the brand has implemented an at-home dressing room service that allows customers to have the entire line shipped to their home, with free shipping both ways. Customers are only charged for items they don’t send back. But the Wirglers hope to launch the brand in the wholesale market in the next few seasons.

While Wirgler is aware that many see child trafficking as “an icky topic,” she says there’s an opportunity for parents to discuss the issue in a positive way with their kids. “We can focus on the hope and the joy and really give that to our customers,” she says. “We wanted to give customers the opportunity to do something and to be able to tell their kids they are helping other kids in need.” —Brittany Leitner

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8/19/13 12:17 PM

Street Art

Inspired by two best friends’ childhood memories, Zara Terez makes an imprint in the kids’ market.

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OMPROMISE HAS NOT only been key to Zara Terez and Amanda Schabes’ long-standing friendship, it is also the vessel for some of their brand’s most popular designs. Take their latest print described as “baby unicorns floating in space.” On the rare occasion when their ideas—like illustrated unicorns and photo-real images of space—don’t necessarily mesh on paper, the creative duo still attempts to combine them to create an out-of-this-world print. “And as it turns out, that print was one of the most popular at ENK,” Schabes, vice presi-

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dent of Zara Terez, notes.

It’s topics like unicorns that Terez and Schabes bonded over as children in the ’90s and that now inspire the Zara Terez line of stretch leggings, skirts, shorts, dresses, hoodies and more for infants to girls size 16. Known for bold, whimsical graphic prints, the line has come a long way from the leather handbags lined with funky prints that Terez, president of the company, originally set out with in 2008.

After graduating college, Schabes came on board for sales and the friends began to dabble in other products like printed pencil cases, which were immediately snapped up by Urban Outfitters and Neiman Marcus. “We got lots of reorders and positive feedback, and that’s when it became clear to us that something was working. We couldn’t come up for air,” Terez recalls. A year later she and Schabes put the leather line on hold to focus on the kids’ market. A pair of leggings with a universe print put the brand on the map. “It was impeccable timing because galaxy prints were trending in women’s, but we were the first to bring it to kids,” Terez explains.

Today, 85 percent of the patterns featured in the line are unique to the brand, part of the platinum collection of original prints, which span the Manhattan skyline and subway maps to cheeseburgers and jellybeans. “It’s a lot more fun to see something come from our minds to the computer to the fabric and actually cut into a garment,” Schabes says. Spring ’14 will bring more food to the table, including Fruit Loops and Sour Patch Kids and multi-color paper clips, carnival landscapes and stacked friendship bracelets for their loyal summer camp crowd to collect. Wholesale prices for the tights range from $16.50 to $31.50.

And in true New Yorker spirit, the ladies who grew up in Long Island’s Atlantic Beach and South Shore towns are determined to keep all elements of manufacturing—from design to material production—in the Big Apple. “We want to be a sustainable company—not one that is here today and gone tomorrow,” Terez explains.

“We love what we do and we put a lot of passion in it,” Schabes adds. Their hard work has paid off, as the line is now in Bloomingdale’s, Nordstrom and more than 100 specialty boutiques worldwide. —Angela Velasquez

VISIT US

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8/19/13 4:47 PM

CMC_Earnshaws_0813_ThirdVertical2.pdf

BEHIND THE SEAMS

8/13/2013

9:50:46 AM

Vivobarefoot makes a fashionable impression in kids’ for Spring ’14.

Viva la Vivo

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ARLIER THIS YEAR when Steve Libonati, president of Ralph Libonati Footwear, took over the U.S. distribution of Vivobarefoot—the brand that put natural motion footwear on the map—the exec encountered a kids’ collection that wasn’t up to par. “It seemed like attention wasn’t paid to it and that the focus was primarily on athletic styles,” he explains.

Libonati and his team set out to boost the kids’ category for Spring ’14, and thanks to more lifestyle silhouettes, the brand is making strides in educating consumers about the benefits of barefoot technology for kids with shoes he says look just plain good.

“The goal is to have parents pick up the shoes because they are nice to look at and then realize the benefits of its barefoot construction,” he notes. Each shoe mirrors the same minimal construction as its adult counterparts, meaning it features a zero-drop that allows toes to splay and recoil, natural motion flexibility to engage foot movement and an ultra-thin, puncture-resistant

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sole for protection. “The idea is to put the foot in its naturally intended state and let it do as it would on its own,” Libonati offers.

It is a concept that Libonati believes makes even more sense in the children’s market than in adults. After all, he says, a child’s foot shouldn’t be confined in a shoe that is too stiff and restricting.

The footwear veteran admits it’s not always an easy sell to parents who grew up wearing clunky white lace-ups and are now inundated with girls’ wedge sandals and bulbous sneakers for boys.

Point-of-sale materials help explain the shoes’ benefits, as well as a video on the brand’s website and trained sales staff.

New styles with a more fashionable appeal might be the ticket to a broader retail base. For boys, the Gobi II harkens back to Nathan Clark’s iconic desert boot, but is re-imagined by his designer nephews with barefoot construction that Libonati says is ideal for school and play. Other styles include a boys’ blue and lime Velcro sneaker inspired by the brand’s bestselling cross-trainer for adults and the Jing Jing, a slim ballet flat made with vegan materials and a gently elasticated topline to secure the shoe to the foot. Retail prices span $40 to $70. In general, Libonati says barefoot “is a little bit of a departure for general kids’ stores,” but he adds, “anyone that understands the adult line, and wants to encourage good health from the bottom up, inevitably accepts it.” —A.V.

8/16/13 7:27 PM

City Chic

Tuchinda’s second season offers more of its simple yet sophisticated designs, fit for fashion capitals across the globe.

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FTER GRADUATING FROM from Parsons School of Design, Tina Tuchinda was certain she wanted to take on the women’s fashion world, but when she found out she was pregnant with her first son, Hunter, he—and the kids’ industry—stole her heart. “She was sewing pieces while our son was sleeping,” recalls husband Jay Tuchinda. Pretty soon friends were making requests for designs for their own tots, and the Tuchinda brand was born.

The inspiration for the line comes from the sophisticated style found in cities like Milan, Paris and Japan, Tina says. “We’re always going to have Parisian chic, Milanese sophistication and Japanese cool in each collection,” she confirms. For Fall ’13, simple silhouettes, like button-downs for boys and tunics for girls, make the perfect backdrop for the brand’s luxurious fabrics and cool color palette—and evoke just the right note of urban sophistication—while embellishments like velvet ribbons and detachable printed collars add a dash of whimsy.

With a successful debut at Playtime New York in Fall ’13, the label was quickly snapped up by four brick-and-mortars and two online stores in New York and New Jersey. And the brand has more than doubled that distribution for spring. “We jumped into last season and we learned a lot about the children’s market,” says Jay. “Things are growing pretty quickly.” They are also in discussion with stores in Canada and Florida.

The launch featured just a few pieces, including blouses, pants and one jacket each for boys and girls, with the brand’s European floral prints attracting the most attention from retailers. The Tuchindas source their materials from Japan, Korea and Italy, but

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every piece is designed and manufactured in New York. Spring ’14 also brings a larger range of designs for the line, which wholesales for $35 to $70, including skirts, dresses, tops and bottoms in sizes 6 months to 16 years—a size range Tina reveals she didn’t anticipate.

(Her first collection came in sizes 12 months to 6 years, but she boosted the size scope at the urge of some of her best customers.) “It’s almost like I have to make two collections, one for smaller children and one for the older kids,” she laughs.

Tina reveals the brand is also expanding its knitwear options for spring. One standout includes a bright yellow and gray sweater with loops trailing down the arms that the Tuchindas confess took weeks to develop.

“We love that knitwear is so versatile,” states Jay, noting they worked closely with their manufacturer to develop new sewing and knitting techniques. “We knew we wanted to do it right.” —B.L.

Any way you stack it,

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8/16/13 7:30 PM

MARKETPLACE

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8/19/13 5:05 PM

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CELEBRATING

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8/19/13 5:06 PM

stargazing

What the A-list love at…

Petit Trésor, Los Angeles, CA

Famous faces stock up on luxurious necessities at this West Hollywood gem.

By Lyndsay McGregor

New mom Evan Rachel Wood bought a Pee-pee Teepee

by Beba Bean to protect against any, um, hazards that may come with changing her son’s diaper.

Jessica Alba prepared for the arrival of her first daughter, Honor, by stocking up on organic baby clothing

by Pixie Lily.

Zahara loved her Bunnies by the Bay plush cuddle coat that mom Angelina Jolie picked up at Petit Trésor—she was even featured wearing it on E! and in the pages of UsWeekly.

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est friends and fellow moms Nina Takesh and Samantha Winch opened Petit Trésor in Los Angeles in 2002 because they believed babies born into the lap of luxury deserved the same posh treatment as their high-profile parents. During the past 11 years, this tiny shop full of treasures has quietly become the go-to source for sophisticated mothers.

“Business this year has been very good,” reveals Winch, who lectured at the University of Southern California prior to helming Petit Trésor. “The only time it wasn’t good was in 2008 during the crisis, but luckily we’re one of the few baby stores that weathered the storm. It’s been uphill since then.”

When a new arrival is on the way, celebrity moms come here seeking silk-lined Moses baskets, regal-looking rockers and luxurious rig-outs from Lotus Springs, Baby CZ, Rachel Riley and Pixie Lily, as well as staples like bottles and baby monitors. Beloved by Britney Spears, Jennifer Lopez and Gwen Stefani, to name a few, the European-style baby boutique is known for its high-end children’s furniture and made-to-order gift baskets, with products ranging in price from $5 to $30,000. “Our target customer is somebody who likes something very simple and elegant and not too fussy,” Winch says, noting, “People recognize our green gingham bear logo as a symbol of luxury.” •

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8/15/13 10:46 AM