Created at the height of Covid-19 last year by a Singaporean mum living in Spain, Itsy Cotton is all about high quality, comfortable Mary Janes for your kids. “I’ve always wanted to bring made in Spain labels to Singapore but it either wasn’t the right time or I wasn’t really sure what would translate in terms of practicality for local parents,” says Liao Shuyi. “Last year, after a whole weird year of Covid, I really missed Singapore and decided that instead of wallowing, it was time to start the business. It sounds ironic but having this amount of time and space that Covid created was what propelled me to finally get started on my brand.”

Liao works with a small boutique family-owned factory to create shoes great for walkers. “I learned that babies and toddlers explore the world through sensory experiences and really receive a huge amount of input from their feet. Ideally, a baby should not wear shoes, but once they start walking, the shoe worn should be lightweight, with a thin, flexible sole to allow for the “barefoot experience” and maximum ease of exploration. Velcro straps and a wide opening are also features that add comfort and support for first walkers.”

Itsy Cotton is available online and at The Elly Store

Started right before the pandemic, Mode Mini handpicks unique designers that offer fun, colourful and stylish children’s clothing and products. Started by Sara Meritt, a mum-of-one, the clothes are naturally suited for busy, energetic children and are “adventure-tested” so that they definitely offer children freedom to play, create and explore. Meritt also adds that running her own business has given her the flexibility to manage work and family balance.

“Kid’s fashion is so much fun, they look fabulous in anything and there are some incredible affordable, forward-thinking brands out there that not only deliver on style but manufacture in a sustainable and ethical way.” Clothes are made for children aged 2 to 8 years old and are chosen to help them support self-expression and individuality.

A one-stop shop for clothes and toys of the highest quality, Little Happy Haus offers clothes and swaddles using only natural fabrics as well as open-ended toys to encourage children to be creative. If you’re looking for ‘gram-worthy items and great gifts for a new family, this is the store for you. All products come in stylish muted colours, flowery prints and classic patterns which make for great photos.

Started in September 2020, and named for those three magic words that can get your child anything, Please, Thank You aims to bring parents stylish clothes, homeware and toys for their little ones. From bucket hats, to wooden toys, to books (including Meghan Markle’s The Bench), the lifestyle products sold here are designed to intrigue and entertain kids while you take a breather.

Designed to be comfortable, practical and free from harmful substances, Vastra (meaning “clothes” in Sanskrit) works with rural artisans using traditional skills to create clothes in 100 per cent organic cotton. Founder Ashwathy Menon describes how her daughter’s eczema inspired her to start her brand. “When she was born, we discovered that she has a mild form of eczema and many of her clothes would cause her to itch uncontrollably. I went all out in search of comfortable clothing for her to grow and play in.”

Even the dyes they use come from natural elements such as flowers, barks, herbs and vegetables. The fibres used in the clothes are also treated with natural oils extracted from coconut, neem and basil which gives them an anti-microbial and anti-allergenic properties. With comfort for kids foremost in mind, even irritating clothing labels have been removed as well. Expect new launches to be coming soon.

Started three years ago by Iris Ramos, Duxton Kids grew out of Duxton (which offers comfortable and stylish menswear) and offers breathable fabrics and easy-to-wear dresses and shirts that don’t require yanking over busy heads, creating clothes that kids “love to run around in.”

“We want to create clothing that’s empowering for children,” explains Ramos, “and which can also give parents a way to talk about difficult or awkward matters. It’s easier to talk about this way.”

To that end, the brand offers “playdate wear” that’s 100 percent cotton and comfortable for any occasion. They also have a “Fight light a girl” t-shirt series featuring different empowering women and girls every month. In August, they will be launching “Conversation with my kiddo”, featuring clothes that talk about inclusivity in all its forms.

Duxton Kids can be found in three locations but their newly opened store, Monument Lifestyle in Dempsey is 80 percent focused on children – with apparel, clothing and empowering art lessons. These are suitable for ages 2 to 8.

Duxton Playground (Dempsey), 73 Loewen Rd, Singapore 248843, Tel: ‎+65 8471 4493

Need a gift for a new parent or baby? Popsicle Baby is a great site offering children and baby fashion, as well as gift sets and even customisable items. Focusing on newborns to children 3 years old, the online store is all about affordable but fashionable outfits.

Worth taking a look at are the Little Miracle box sets. These include a mix of onesies, bibs and swaddles making them great gifts for newborns.

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