ABC123me: Fuss Free, Smart & Beautiful!
“It’s almost impossible to make your child wear something that it does not like”, explains designer Louisa Rowland, the creative thunderstorm behind the British children’s label ABC123me… if there is an idea a prototype will be made.
And to make sure, kids would love it too, it get’s tested, by children… puh… there can be million things that could disturb… it should never be itchy… not too tight, the zipper must work easily… the Abc123me-team is quite fanatical about every little detail… and they are almost obsessed how things feel! …and I must say: their legendary corduroy is awesome! …it’s made by the oldest and most experienced corduroy-weavers in England… later dyed and treated to make it really supersoft.
Kids love to move, they get muddy and sweaty… so Abc123me has this easily pull on and off layers of clothing principle… all is machine washable… can be thrown into the tumble dryer and does not bobble or fade even being washed lots of times…
The new collection keeps classics light and fresh. T-shirts come in plain easy match block colours, the devil is in the detail with light distressing all over for that lived in, pre-loved feel in the softest of cotton.
Pull on distresses cotton sweatshirts in grey, khaki and white keep the preppiest outfit on trend… summery shorts take you from beach to the smartest beachside shack… Breton striped shirts in purples and apple greens update a perennial French coastal classic… Savile Row developed vintage suits in corduroy remain a constant… relaxed in cut and soft in touch, even the most suit-and-jacket-resistant child’s resolve crumbles in the face of its ease and cosiness…
This is really carefully considered unisex clothing that looks good anywhere, whatever the setting.
Have a look at:
Text by Claudia Antonia Merkle