Five for Friday: Kidswear
Finland is known for being a good place to be a parent and a child. It might be because of this that Finnish designers know how to make classy stuff for kids to wear, too.
Kids grow up quickly and can sometimes play – literally – dirty. These five companies want to help the little ones dress up in classy, high-quality clothing that doesn’t need to be thrown away when it no longer fits.
The core idea behind Mainio’s brand lies in its relaxed, contemporary and street-style prints and cuts, convenience and comfort. As we noted in our article last year, ambitious design doesn’t have to compromise practicality, both in wearing and washing.
Co-founder and managing director Johanna Vaissi is proud of the team spirit amongst Finnish kids’ clothing brands.
“People don’t think it’s dangerous to share information and help others,” she said. “If anything, we’re all in the same boat, trying to go global together.”
Designing clothes and sewing were initially just hobbies for Vimma’s owner and CEO Marjut Rahkola. For her, good taste is essential, be it in logistics, packaging materials or the final prints.
“We bear the environment in mind with everything, transparently and honestly,” she told us recently. “Whatever our customers want to know about our production processes, we can tell them. There’s nothing we need to hide.”
Anne Valli and Miia Riekki, two sisters with six children altogether, were never happy with the clothes they bought for their kids. They decided it was time to take action.
“We want to only sell clothes we’d buy or wear ourselves,” Valli revealed to Good News from Finland just under a year ago. “Sometimes we get requests to make adult sizes of a particular children’s product, but unless we really believe it’s a good idea, we won’t do it.”
Eco-friendliness and responsibility are the guidelines not only for Papu’s products, but also their production. The company wants to produce clothes good enough to make them collectables.
“When a new catalogue comes out, the products from the previous seasons still don’t get old,” founder Anna Kurkela explained in 2015. “Hopefully the opposite will happen: sold-out clothes become sought-after rarities.”
With the four previous companies in our group more recently founded, Reima stands out from the pack with its well-established position: the company was founded back in 1944. On a more modern note, it’s adding intelligence, namely a wearable movement sensor and free mobile app, to its offering.
“The sensor doesn’t monitor children’s heart rate or calories,” we reported in early 2016. “It measures the intensity and duration of children’s physical activity during the day.”
Last year, Reima was set to launch in the US, with Lapland playing a pivotal role in its consumer campaign.