Don't Hate the Players 🤸 (Or the Game)
You’re catching me after two huge days of our first warehouse sale of the year here in Toronto (and, yes, I was in bed at 8:30 last night - but we're back Monday and Tuesday, if you haven't signed up yet). It was a bonanza - tons of parents jumping in on the shopportunity, even more cute kids turning our old warehouse into the perfect playland. (PS: If you want a warehouse sale in your city, shoot me a note and we'll see what we can do. 👀)
There is little more joy in this life than hanging out with kids. Playing chase and scream, superhero fairy godmother, and bad guy meets hoppy bunny frog games with these imaginative little smarties truly made my week. On Thursday, we had a sweet little guy come in who picked up a baseball hat (he deemed it his Power Hat) and then walked up to a little girl and said “Hey friend, let’s run in circles!” The two were immediate besties (later he said “Hey friend, let’s run again but my dad says this time no screaming!” 😹) and the play went on for almost an hour - they couldn’t have been happier.
Play is such an important part of who we are, and I think it’s something we always need to protect. My kids regularly tell me that I’m more like a kid than a grownup - and it’s probably the thing that I most hope they retain as they get bigger. (My kids - at 9 to 14 - still play full-house games of hide and seek on the regular.) The lightness, the silliness, the ease of smiles and sharing of thoughts, the huge hugs, the fearlessness - they’re such beautiful qualities and the brightest reflection of what it is to be human.
When we initiated our rebrand last summer, the way I defined it was “Kids as they are.” You’ll regularly hear me fussing in the office about content we are producing - anything that looks like a child has been asked to pose or has been made "perfect" or is smiling to make anybody but themselves happy just isn’t the vibe for me. It feels like we are trying to take away that treasured little humanity - my strong (and not quiet) preference is for the silly expressions, the bright, mischief-filled eyes, the dinosaurs mid-roar. That’s who they are. That’s who we are.
I hope that our cozy-comfy gear captures your kids as they are and that we as parents, grandparents, aunties and uncles, and family friends are always helping them hold onto and create and grow their own “as they are.” There’s literally nothing more precious - in them, and in us - on this earth.
Jacquelyn
PS: If you're on the hunt for spring goodies, our crazy-soft ☁️ Cloud Tees are stocked in tons of shades (!), your carts have chosen 🏃 our Mod Joggers as the style of the season, and our 3 dresses of the season are moving like crazy with their easy style, great shades, and ✨ pockets. Oh, and in case you didn't notice (and by popular demand from these letters!), we're carrying size 13-14 in our top styles now. :)
sustainable 🍃 ethical 🤝 no 💩
✨ just the best kids clothes for the planet.
Since 2008, we've made the softest, the snuggest, the coziest, the coolest baby, toddler, and kids clothes on (and for) the planet, created ethically at factories that pay employees a living wage, with sustainable materials that don't leave our planet worse off than we found it. We believe in passing it on, and our stuff is built to be beautifully outgrown, resold, and reworn by kid after kid after kid. We make our best basics for their best future, and we're so happy you and your little minimalist are part of the famm.
