Gone are the days when local kids fashion meant a taking a shopping trip to the pasar malam. A peek into 2 1/2-year-old Sophie Lim’s wardrobe will show that most of her clothes are made by Singapore designers. Her mother, Ms Joanne Sim, 39, often buys her daughter outfits from such brands as she thinks them “whimsical and unique”. The corporate communications manager, who reckons 70 per cent of Sophie’s wardrobe is locally sourced, says the fabrics some of these brands use – pure cotton, for instance – are more suitable for Singapore’s warm weather.
At least six home-grown labels for young ones have launched since the start of last year, going by checks by The Straits Times. The newbies include Sea Apple, which makes clothes for children up to six years old, with original prints; Leia + Lauren, known for robust and fun styles; and Elizabeth Little, which uses popular fabric brand Liberty Art Fabrics from Britain.
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Girls’ clothing brand Voon & Daughters; boys’ clothing label Boys By Mark; and unisex childrenswear label Mummyfique also entered the fashion scene here last year. Older Singapore childrenswear brands – such as Elly, Chubby Chubby and BaeBeeBoo – have seen sales surge.
Lawyer Jasmine Chew, 35, whose son’s wardrobe is half-filled with clothes from Elly, says her son, Sean, 2 1/2, loves the brand’s bright prints. “Mass-market brands like H&M and Uniqlo have more kids clothes that mirror adult fashion. But Elly has fun and colourful patterns that Sean prefers,” she adds.
Jasmine, who is married to a lawyer and gave birth to a girl on Tuesday, says she likes that Elly is a home-grown label. “It’s a story that everybody wants to believe in. That Singapore brands can make it too. There’s definitely a bit of local pride involved.”
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Text: Melissa Heng/ Photo: Desmond Foo, Feline Lim/ The Straits Times