Coloriage : code reduction – conseil – avis Dressing up bébé: All the cool labels and stores to bookmark for your little ones

I’ll be honest: this story came out of personal necessity. As I am writing this, we are going into the second phase of a national lockdown, and my children, both blissfully unaware of the logistical issues, seem to be outgrowing their clothes by the minute. In the past, a big part of their wardrobe was built through travels, but given the current scenario it seemed essential to look local—from a philosophical as well as a practical perspective.

Through my research I’ve found that these brands also found their origins in the needs of young parents. These enterprising women, most of them mothers, found a gap in the market for quality, conscious children’s wear and made it their mission to ensure that the country’s younger set is well turned out. You’re welcome.

For the infants

Masilo

Where: Mumbai

The lowdown: Eisha Maskara Sheth, a Central Saint Martins graduate and graphic designer by profession, founded Masilo in 2015. After spending the first few years establishing the brand, she roped in her brother, Ankit, a University of Warwick graduate with experience working in the family business of textiles, to help scale up. “The fabric that touches your baby’s skin matters, and Masilo’s product range now spans blankets to baby nests, towels and clothing,” says Maskara Sheth, who plans to launch organic knitwear and skincare.

The USP: “Most of our products are made with certified organic cotton and eco-friendly bamboo muslin. Our colours and prints complement each other, so it’s easy to mix and match to create a harmonious nursery look.”

The tipping point: “We’ve delivered organic essentials to over 10,000 babies in 18 countries. We upcycle all our fabric waste back into new products and through our community initiative of creating and sending baby boxes of newborn essentials made from upcycled fabrics to less-privileged mothers through Impact India’s Maternal Nutrition Project.”

The hit: Nestilo

Masilo.in

Malabar Baby

Where: Hong Kong, with satellite offices in New York and London and a global online presence

The lowdown: The label was started by a Hong Kong-based mom, Anjali Harjani, and named after her family home in Malabar Hill. “I moved to Hong Kong from New York and couldn’t understand why there were no affordable, sustainable and stylish children’s brands—as an expectant mom, I was shipping everything in from the States and Europe. Our designs blend traditional Indian techniques with new technology—we have an extensive range of bedding for children and adults, handmade block-printed loungewear, sleepsacks and towels. We started out as a kids’ linens brand but it quickly evolved into a lifestyle brand for the whole family.”

The USP: “Every collection is slowly made and has a personal story woven through. I feel passionate and proud to have an opportunity to share India’s rich culture and handmade heritage with the world.”

The tipping point: “When Meghan Markle carried Baby Archie out in his first public outing, wrapped in our mustard gold Erawan Dohar receiving blanket.”

The hit: “Watercolour-sketched muslin swaddles, block-printed XL towels and family loungewear.”

Malabarbaby.com

For conscious practices

BORN by Elodie Le Derf

Where: Mumbai

The lowdown: “Being pregnant made me look at baby clothes with a fresh eye. Back in 2015, there were hardly any options in organic cotton clothing, and definitely none for boys. I started making tiny clothes with my local tailor using fabrics that I purchased over my years living in India. I wanted to create a brand that fuses French style and my respect and love for Indian craftsmanship,” says founder Elodie Le Derf, who also founded the label Les Fées De Bengale in 2005, the first trendy sustainable and ethical brand in Paris. (It was bought over by a fashion house, which subsequently opened four stores in Paris and one in Aix en Provence.)

The USP: “Muted and gender-neutral colours, unique prints created in-house, a love for hand embroidery and delicate details, the GOTS-certified organic cotton range and finally a distinctive Parisian style with an Indian touch. Our first twinset line for mom and kids is stylish enough to cater to all women, not just mothers.”

The tipping point: “Our boutique in Bandra, Mumbai, which has a very cosy and heartwarming atmosphere. We created a space where mothers can shop while kids can draw and play. We also host events there.”

The hit: “Our Leela dress, a flouncy maxi-length graceful dress with thin straps, and our Gustave loose-fit trouser in the Jungle print.”

Worldofborn.com

Love the World Today

Where: Mumbai

The lowdown: Sisters Dipna and Dipti, the former an educator and dance artist, the latter a consumer insights expert, wanted to create a label that brought together mindfulness and aesthetics. “The clothes are made with absolute love, mindfulness, quality, great design and sustainable practices,” says Dipti.

The USP: “We are a purpose-led brand with impact.”

The tipping point: “Being recognised as the best eco-friendly apparel brand at every stage of the value chain. All collections have a unique theme drawing from our childhood memories, all our accessories are upcycled using fabric scraps and production excess. Once children outgrow LTWT clothes, the clothes can be sent back to us. We donate the ones in good condition and upcycle the ones that aren’t. Responsible buying and breaking gender stereotypes are hallmarks,” says Dipna. Love the World Today won the ‘Best Environmentally Conscious Brand’ award from Kidsstoppress for four consecutive years.

The hit: “Our most loved designs are the ‘I Want to be Like Grandpa’ kurta-pyjama sets, the organic-cotton infant line and handwoven festive line.”

Lovetheworldtoday.in

The Story Brand

Where: Mumbai

The lowdown: Mayana Rajani, a former banker, started The Story Brand with the aim to employ women from low-income homes. “Our collection includes Western wear, Indian wear, and accessories for both girls and boys—from newborn till 16 years. Our prints are bright and colourful and we use 100 per cent cotton fabrics for our collections. We strive to be a zero-waste company; we believe in putting our waste fabrics to productive use. Our necklaces, hairbands and hair-ties come out of these fabrics.”

The USP: “We are also committed to giving back—proceeds from our sales contribute to various social initiatives that we have undertaken. Our focus is on street children, children’s education and feminine health and hygiene.”

The tipping point: “We started out as an online brand and within six months we were a part of DesignOne, where we sold out completely, and the Exclusive Trunk Show. Socially responsible capitalism is what we, as a brand, strive for.”

The hit: “Our Mari Beach tunic for mums and daughters. We have them in over 30 prints.”

Thestorybrand.in

For bedtime basics (Mama + Baby)

Dandelion

Where: Mumbai, India

The lowdown: Serial entrepreneur Samyukta Nair wanted to address the lack of stylish and comfortable sleepwear in the market while paying homage to her family’s textile heritage with her label Dandelion. “Our emphasis is playful prints. Our choice of fabric and bespoke quality across the entire range aim to give women and children something beautiful, delicate and fun to sleep in as well as to rise with,” says Nair.

The USP: “You can customise your sleepwear: choose your print in the silhouette of your choice, add a monogram, or better yet, match with a loved one. We also customise maternity sets based on measurements to make pregnancy dressing a little easier (or to throw into a hospital bag for when friends and family make hospital visits).”

The tipping point: “Very early on we had the opportunity to create a collection of pyjamas for Sonam Kapoor to lounge in during her appearances at Cannes. Currently, we are thrilled to be engaging with young designers and illustrators to create capsule collections. Our first one, The Lover, The Lunatic & The Poet, with BOBO Calcutta was quite a hit!”

The hit: “Our matching notched-collar PJ sets.””

Dandeliondreams.co

Indie prints

Frangipani Kids

Where: Mumbai

The lowdown: The label was founded in 2012 by two young moms, Mansi Kilachand and Sunaina Patel. “At the time, the children’s marketplace in India was small—there were few good-quality clothes available and almost certainly no good-quality ethnicwear or sleepwear. As young moms, we sensed a growing need for an indigenous brand that offered high-quality kids’ clothes at affordable prices,” says Mansi.

The USP: “We pride ourselves in using the highest quality organic cotton, printed with our signature prints that kids and moms love, at highly affordable prices,” she adds.

The tipping point: “We started this business out of our homes several years ago, with very little initial capital. We have grown organically into a well-established and globally recognised brand with a substantial presence online.”

The hit: “Our cotton pyjamas.”

Frangipani.co.in

For a pyjama-book pairing

OriOri Kids

Where: Delhi

The lowdown: “OriOri is a brand that empowers a parent to question who their child really is and what they would like to inspire in them via the mediums of clothing, books and activities,” says founder Diksha Kaur. “For that reason, our collections are not based on prints but rather on personality—for example, the Naturalist, the Dreamer, the Adventurer, the Artist and so on.” The brand has three product ranges—the SleepBox, which includes a nightsuit and a book; the FestiveBox, which includes an Indian outfit and a book on a god or goddess; and the PlayBag, which comes with a T-shirt/book and an activity bag.

The USP: “Environmentally conscious: each part of our packaging forms a colouring playmat and an inbuilt learning activity that is reusable; theme-based products/experience; building a strong connection between parents and children; softness: we have quickly gained a reputation for having the softest, snuggle-worthy fabrics,” she lists.

The tipping point: “We launched a year ago, and have been recognised by various outlets, including Vogue, for our work.”

The hit: The Mondrian SleepBox from the Artist collection; it comes with a nightsuit print inspired by the works of Dutch artist Piet Mondrian. The nightsuit is made of our softest cotton and comes paired with a book on art, colour, or shape.”

Oriorikids.com

For block prints

Amba

Where: Mumbai

The lowdown: This label of small batch loungewear and textiles was started by Hema Shroff Patel in 1999. “Design is in the small details,” she says.

The USP: “Amba uses both refined Maheshwari cotton with border details and hand-block prints to create its crisp, cool range of loungewear each year. Each season a collection is launched featuring a new iconic Indian motif, such as the Ambassador car, rickshaw, or chappals. Block details are created from quirky inspirations seen in cityscapes and rural pockets of India,” adds Patel.

The tipping point: “I am a self taught design practitioner, and I have loved my constant evolving work-in-progress training, in which so often accidents lead me to new discoveries in both crafts: blocking printing and weaving.

The hit: “Our loungewear which features our quirky ambassador and rickshaw block prints. Our natural dye scarves and stoles.”

ambaweave@gmail.com or @ambaweave

For Classic Styles

COO COO by Pallavi Swadi

Where: Mumbai

The lowdown: Like many on this list, Pallavi Swadi is another mum who discovered a scarcity of quality, classic designs in the Indian market and launched COO COO with a nod to nostalgic styles.

The USP: “Classic design, fabric, comfort and quality and customisation. We are known for our personalisation—through monograms and brooches. We have also created an exclusive ‘return gift’ service called the Dress Up Closet, where we create a unique gifting experience of our products at children’s birthday parties.”

The tipping point: Despite limited experience in the sector, Swadi has managed to create a well-established kidswear label as well as her eponymous label for women.

The hit: “Our monogrammed dresses and tops for girls and our indigo cotton shirts for boys.”

Coocoo.in

For ikat prints

Pochampali

Where: Delhi

The lowdown: A Delhi girl married into a Hyderabadi family, Neha Hassan decided to put family connections into play for her label. “My husband’s aunt is the legendary revivalist Suraiya Hassan Bose. In 2017 I had the idea of using those lovely ikats, linens and cottons we would get from her to make clothes for children.” The focus is functional clothing from luxe Indian fabrics—nothing too fussy. “Our fabrics are completely organic and spun and dyed in Pochampally, Andhra Pradesh, the heartland of the handloom fabric.”

The USP: “I think our customers love the sense of fun that Pochampali has. With two daughters, I know I want them to feel comfortable and look stylish. Our use of Andhra ikats, high-quality linens and fine cottons, and pom-pom details are appreciated.”

The hit: Our summer co-ord set with pom poms and ikat kurtas for the boys.

Pochampali.com

For shoes

Aria + Nica

Where: Mumbai

The lowdown: Aastha Mahtani, the creative director and mom of two, was perplexed by the lack of quality footwear for her children. After training under Gregory Viboud, a renowned footwear specialist in Provence, she decided to start her label that spans footwear for girls and boys till their teenage years.

The USP: “Apart from comfort, our brand is known for its innovative, trendy, distinctive and technically correct designs that set it apart.”

The tipping point: “Being recognised consecutively as the country’s leading children’s shoe brand.”

The hit: “Anything with unicorns!”

For cool tees

L’Adore

Where: Mumbai

The lowdown: Prachi Saraf, a Wharton Business School graduate, wanted to provide mothers and children with comfortable, quality clothing at competitive prices. “Quirky and cool designs are our hallmark.” Saraf has the backing of her family export house.

The USP: “Our brand is known for using premium materials, and everything is created in-house. We are also proud of our all-women workforce—we have 1,200 women at our factory.”

The tipping point: “Convincing Zara to work with us,” through their parent company.

The hit: “Our polo and crew-neck tees.”

Ladore.in

The boutiques

Mal the Store

Minoti Sampat’s store in Juhu, Mumbai, was one of the first stores to offer designer kidswear. 

Instagram.com/malthestore

Little Ivy

At the Club in Bandra, Mumbai, this store offers children’s wear and gifting options.

Instagram.com/littleivykidsstore

Almirah

A mother-daughter duo are the forces behind this popular store with outposts in Delhi, Bengaluru, Ahmedabad and Kochi, and their product range, which includes clothing, bedding and accessories, comes with a strong Indian stamp.

 Thealmirah.com

Ayapapaya Kids

As any mom will tell you, band-aids are often the coolest accessory for kids of a certain age. With her brightly patterned versions, Aleesha Malhotra ensures that these are practical and pop! with unparalleled comfort and style. The collection showcases fabrics such as cotton linens, light cotton silk voile, different organic cottons, silks and dobby. The range covers baby essentials, rompers, bodysuits, shirts, t-shirts, tops, bottom-wear and dresses. Each piece of clothing is created with the finest all-natural or organic fabric ensuring that a child’s soft skin isn’t introduced to any harsh materials. Such is the founder’s commitment to conscious luxury that the recently launched knitted collection and most of the woven collection, is certified organic by the Global Organic Textile Standard. The sustainable luxury brand now aspires to create clothing and accessories from recycled fabrics, so as to do their bit for the planet too.

Instagram.com/ayapapayakids

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