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Australian-born Ksubi has spent more than two decades building a cult following around the cheekily Instagrammable streetwear that serves a clout-chasing customer.
Now, Ksubi is bringing that edgy ethos to the ankle-biting members of Generation Alpha.
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The celebrity-favorite label, which counts Taylor Swift, Kendall Jenner and Megan Fox as some of its A-list aficionados, unveiled its first children’s collection this week, creating pint-size versions of its signature jeans and basics for kids around the ages of 2-5.
The six-piece “mini-me” collection includes slim jeans with a hint of stretch and relaxed-fit denim jackets. The unisex styles are made in soft-touch denim and come in washed indigo and black. The collection also offers logo sweatshirts, sweatpants, shorts and T-shirts in an approachable palette of gray, black, ballerina pink and white. Details like Ksubi’s signature “4×4 embroidery” and pocket flag are prominent in the collection.
The collection retails for $60-$120 and is available now on Ksubi’s website and its New York, Los Angeles, Miami, Chicago and London stores.
Compared to what it makes for men and women, Ksubi took a somewhat more conservative approach to the children’s line. Though the brand’s graffiti-style logo is seen across the kids-sized tees and sweats, the line for littles is free of the usual in-your-face attitude, such as the label’s popular “Royalty Heroism and the Streets” slogan, that features across Ksubi’s adult socks, balaclavas, baseball caps and more.
Ksubi’s expansion into children’s wear follows its foray into underwear last month. The brand is also planning to open stores in Sydney and Melbourne next year.
“Some category extensions come with their own momentum; ‘kids’ is definitely one of them,” said Craig King, Ksubi CEO. “Expect to see the Ksubi ‘mini me’ brigade out in force with these scaled down versions of our main line.”
Others in the industry see opportunities in elevated kids’ denim. H&M recently tapped Instagram’s fashion maven to co-create genderless children’s denim. And a tie-up between Wrangler and Mini Rodini produced denim vests, overalls, Trucker jackets and more infused with the Swedish label’s whimsical aesthetic.