Swedish fashion retailer KappAhl has announced its plan to launch a new kidswear brand called Minories in February 2021.
“KappAhl is on the threshold of an exciting phase of growth, where Minories is one of the initiatives that will help us to sharpen our brand portfolio even further,” says Desiré Westerberg, vice president business unit kids at KappAhl. “There is enormous energy in the company, with highly professional co-workers who have the skills to develop products that are relevant and who take the initiative for exciting, new brands.”
The new kidswear brand’s offerings will be sustainable with pieces being made out of materials such as GOTS-certified organic cotton and GRS-certified recycled polyester.
In addition to the sustainability of the materials used in the collection, KappAhl is keeping longevity in mind regarding the designs of the clothing. All Minories pieces will have the ability to be lengthened so that children, who notoriously grow out of clothing quickly, can wear them for longer.
Further, KappAhl promises that all Minories clothing will be manufactured under fair and equitable conditions, which the brand is guaranteeing owing to their close relationship with their chosen suppliers.
The inaugural collection will feature a “playful” colour palette of yellow, red, blue, and green, with pieces intended to allow children to express themselves in a number of ways. Items in the line range from dungarees and oversized sweatshirts to skirts, trousers, and onesies.
Minories will serve children from infants until the age of eight, and in an effort to buck gender stereotypes, all items are intended to be worn by boys, girls, and everything in between. Each collection is intended to tell a story that appeals to both children and their parents, with the debut collection centred around a “cuddly little koala bear.”
“Kids should be able to be kids – and that’s how the idea behind Minories evolved. The Minories concept is inspired by the endless different personalities that exist among children. It embraces and encourages differences in a way that enables every child to express his or her own identity,” explains Johanna Lannsjö, brand & assortment manager for Minories.
All images in this article are courtesy of KappAhl.
