Whistles launching childrenswear for the 'contemporary kid'

By

Nigel TAYLOR

Published
Apr 7, 2022

Premium fashion retailer Whistles is about to debut a childrenswear collection. Offering a capsule closet for “the contemporary kid”, the 44-piece spring/summer collection launches from 14 April.

 It comes after the once-womenswear-only brand also earlier moved into menswear as it worked to expand its growth opportunities. But it later exited the category. Kidswear has been a key growth area in the UK in recent years and has been embraced by adult fashion labels at all price levels.
 
Designed for boys and girls aged three to nine, the new line is clearly linked to the wider Whistles profile as it’s inspired mostly by on-rotation staples from its womenswear collection, “mindfully created to ensure kids feel comfortable and cool during everyday adventures.”

Whistles also noted that 95% of the collection is crafted from responsible materials.
 
Highlights of the line include button-up workers' jackets, jersey joggers, T-shirts, and relaxed trousers, as well as monster motif sweats with fuzzy W logos.
 
In addition, womenswear staples collection have been reinvented for younger consumers across denim, dresses, tops, and sporty co-ords.
 
Whistles Kids will be available on its website, priced £16 to £45.