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Out of the House and Into the Garden

Well we’ve had another piece of good news here at Kidult and Co central, because we’ve only gone and got ourselves featured in the special 70th anniversary June edition of House & Garden magazine! Yes, in yet another piece of great publicity for us, Kidult and Co have made a small yet very important appearance in a special section entitled The Kinder Garden, and we think it’s really rather spiffing!

House & Garden Magazine

House and Garden magazine is now a Conde Nast publication, but was first launched in 1901 as a journal devoted to architecture by three American architects from Pensylvania. Having been acquired by Conde Nast in 1915, the format of the magazine was changed slightly to focus on interior design, specifically aimed at a niche – read expensive! – market.

Although no longer printed in the USA, where it was discontinued in 1993, the magazine has continued to be published in the UK and is one of the most influential and prominent publications on the market today. Now edited by Hatta Byng, House and Garden is considered to be “Britain’s leading international design and decoration media brand”. So basically, it’s a popular magazine and lots of people read it.

And that’s precisely why Kidult and Co were so stoked to have been featured in June’s special 70th Anniversary Edition. OK, we’ve not exactly got a double page spread, but it’s pretty impressive for three lasses from Rossendale, nonetheless.

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A Summer Celebration

Now it’s true that summer took rather longer to arrive than it should have done; the cold weather lingered way past its sell-by date, and some of us even had April snow up North! Now, it seems like the milder weather is finally here and, with the longer days and (hopefully) the shining sun, it means the kids can get outdoors into the garden to play at last. And we don’t know about you, but the sight of a three-year-old cavorting around the garden in a Mardy Bum t-shirt fills us with a special kind of warm feeling, and not just because the design is one of ours!

Children playing in the garden in summertime is a timeless image. There’s something liberating for kids when the days are longer and brighter and they have space of their own to explore outdoors. Some of the most vivid memories we have of our childhood are being outside in the warmer summer months; there’s something about everyone coming together – along with the sun, the friends and the picnics – that lodges in the memory as a collection of perfect moments.

That’s why our little feature in House & Garden Magazine, in the section called The Kinder Garden, is perfect for us; it manages to tie in the essence of what we do along with that feeling of summer celebration that is essentially childhood. As the little blurb about us states;

“Kidult and Co was started with a purpose, to make children’s clothing that broke the mould. To take a stand against the tide of pink for girls and blue for boys and stand up for the British Fashion Industry. Statement t-shirts are key to their collection, with each range aiming to blur the boundaries between gender specific clothing.”

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Breaking the Mould

And they’ve got it absolutely spot on! We don’t believe in gender stereotypes when it comes to kids’ – or even adults’- clothing. As the man says, we make clothes that break the mould; not in some sinister gender-blurring conspiracy, but just because we believe in a fresh, practical approach to British childrenswear.

Let’s face it, do you really want them to be stuck in variations of either pink or blue, depending on whether we’re talking about a girl or boy? The fact is, they’ll find their own way to express themselves, and they may, or may not, conform to expectations. So let them be free, and have a little fun in the process.

Because today there are so many gender ‘norms’ in children’s clothing that brands that appear, frankly, restrictive, and we think it’s high time that parents should have the option to break free from this. That’s why, at Kidult and Co, we’re doing our bit to liberate children’s fashion and give parents a different set of choices.

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Forward for British Fashion

And they’re right about our ethics too; for us, it’s vitally important that our clothes combine quality with value, and that there’s something of real substance sitting behind our minimal clothing designs. We want to confidently fly the flag for British fashion because we believe it’s a world leader, so we source local, British suppliers where we can for our materials and services, because we believe in the quality of what they produce and we think it’s the best way to boost the economy too.

Basically, we’ve applied the fashion-forward principles of individuality, expressiveness and a dash of derring-do not just to our range of children’s wear, but to the way we do business too, because we want you and your kids to wear clothes that mean something in terms of their manufacture and design.

We’re Spreading the News

It’s always great to be able to reach out through different channels and broaden our audience, and that’s why being in House & Garden this month is such good news for us, not to mention an honour.

We think what we do is important, not because it’s our business that we’ve grown ourselves; and not because the designs and concepts are ours (although that is important). No, it’s important because we fulfil a need, we provide something that parents want, that you want. It might look, on the surface, like there’s a lot of choice out there when it comes to clothing for kids, but we know that often it’s a case of more meaning less – more of the same, more stereotypical designs and more constraints on your taste.

So it’s time for a change. It’s time to offer something different that more closely reflects how people feel about their kids, and how their kids feel about themselves. It’s time to enjoy more freedom, and the longer – and hopefully sunnier – days your kids spend out of doors is perfect for it.

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Get In Touch

If you’d like to find out more about our unique range of clothing, or about our recent feature in House & Garden magazine, then please do get in touch with us. You can contact us in any of the usual ways; by email at hello@kidultand.co, via the contact form on the website, or via our social media platforms.



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