Children's Business - May 2004 - Pages 36-39
Johnson, Lynda M. "Retro Redux." Children's Business, May 2004, 36-39.
THE AGE-OLD ADAGE OF 'WHAT'S OLD IS NEW AGAIN' RINGS TRUER IN FASHION THAN ANYWHERE ELSE. Every season seems to send us one step back (to another decade) as we take a step forward. In the children's segment, however, 'vintage' and 'retro' have become more than a passing fad. While many collections offer a retro look here and there, there is a growing cadre of companies for whom the past is more than just this season's muse. These lines are shaped entirely by days long gone and reflect that influence season after season. One group of designers uses vintage linens and old clothing to create new designs, while another group uses both retro and contemporary fabrics to create looks inspired by the past. Each has its own special appeal.
With the 'recycled' lines, no two items are alike, giving the retailer more unique items on the floor to sell. Morfs and My Vintage Baby, for example, create denim sportswear featuring vintage fabric panels, patches and appliqués. In some cases even the denim is recycled. The companies also offer accessories and room décor created in the same vein. Claude, meanwhile, rips apart old clothing and refashions the fabric into contemporary styles, like a jumper dress comprised entirely of different menswear shirting and suiting fabrics. Any imperfections in the fabrics used by Claude are hidden behind embroidered bees or flowers, a signature in the line.
Newcomer My Vintage Baby has seen its retail base grow from six stores in November 2003 to 100 stores by March's Fall '04 market. Its trendy looks -- created from vintage bedspreads, hankies, doilies, pillowcases, tablecloths and aprons -- have already garnered a coveted invitation to participate in four of Nordstrom's Baby Fair Trunk Shows and a test order from Bloomingdales. Explaining the line's appeal, co-owner Jessica Wiswall says, "Moms appreciate the fact that the vintage materials make the items one-of-a-kind. Also, our outfits are unique and create a lot of attention. This can be quite a confidence-builder for young children."
For retro styling, retailers can turn to collections like Flora and Henri, Acme, Dagmar Daley, Mr. E and Miss S. by Kids Wear This, C.U. Baby, and now CR Vintage, a new denim collection from boys' wear veteran Charlie Rocket. Using contemporary fabrics, recolored vintage prints, antiqued finishes or actual vintage textiles, these companies offer silhouettes and details inspired by designs popular between the 1930s and 1950s. "The whole vintage look is happening in the contemporary adult market and I personally went into this to offer something edgier for an older boy. I felt this age group was neglected. Through the various finishes and treatments, we give the clothes that worn look. Our customers are responding overwhelmingly to this. They were ready to see something different and more in line with what the young men's market is doing. The response has been incredible," says Anna Lindstrom, owner/designer, CR Vintage.
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