MILAN – Teach them young, teach them right: kids are about to have their share of fashion upcycled, thanks to Andrea Rosso.
The founder and creative director of army uniform recycling label Myar launched Myar Kids, targeting boys and girls ages 4 to 12.
The brand will join the portfolio of Brave Kid, the OTB group company specializing in the research and development, production and distribution of children’s clothing for high-end international brands. These include Diesel, Dsquared2, Marni, # 21 and, as of this week, also MM6 Maison Margiela.
Launched as a men’s clothing brand, Myar is best known for injecting new life and energy into unused fabrics and military clothing, which Rosso sees in creating reusable and attractive clothing.
âWe started with men, but then we noticed that military clothing on a female body was prettier and less stereotypical. but then I thought about trying.
Even reducing the silhouettes, the designer maintained the Myar philosophy during the design process, using unsold fabrics from various OTB companies as well as other suppliers.
The collections are therefore made up of unique, limited-edition pieces, each carrying a QR code, allowing children and their parents to learn about the origin of the pieces and the sustainable procedures implemented during production.
In particular, Rosso liked the idea of ââupsetting the usual relationship between parents and children, leaving for once the younger ones to educate the older ones.
âI was like, ‘What if it’s up to the son to teach his parents something?’ At the end of the day, the parents have made all the environmental mess, âhe noted, stressing that the aesthetics of the line are meant to be fun but also to convey environmentally friendly messages.
Rosso has injected a playful spirit into the brand’s iconic military aesthetic in its first Myar Kids collection, launched with the spring 2022 season. T-shirts and hoodies are printed with images of endangered marine animals. disappearance, ranging from turtles to whales, while the same aquatic theme is also reinterpreted with handmade graphics mixed with eco-friendly slogans. Utility shirts and cargo pants made from military camouflage clothing appear alongside cotton pieces made from vintage Hawaiian shirts.
The Myar Kids line will be available not only on the brand’s e-commerce, but also on the Brave Kid online store which has just debuted to offer children’s clothing assortments from some of its licensing partners.
As reported, despite the pandemic, Brave Kid managed to grow its business in 2020, when the company’s revenue increased 5% to almost â¬ 50 million. The company plans to close 2021 with 15% growth compared to 2020.
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