Hey OshKosh, you're looking good baby

SYDNEY:International childrenswear label OshKosh has broadened its hold on the tiny tots market.

The brand, which is distributed through the Sydney-based Skye Group, has just launched a baby basics range for Australian retailers. OshKosh marketing consultant Christine Bookallil said the new range was developed in response to growing demand for affordable designer baby wear.

Produced for premature to twelve month old babies, prices range from $19.95 for two pack shorts to $44.95 for a five piece travel set. All garments, which include daywear, rompers, caps, booties, bibs and sleepwear, are manufactured in China from 95 per cent cotton and 5 per cent spandex.

Skype Group joint managing director David Zylstra said because OshKosh Australia was one of the few licensees allowed to design for its own market, the company was better equipped to meet local demands.

The group, which has distributed the brand in Australia for the last five years, has an OshKosh design team working in its Sydney head office.  

"The cut of all our garments have been extensively tested for many years here in Australia as well as testing for colour-fastness, pilling shrinkage and fire compliance," said Zylstra. "We listen to our customers and [that is how] OshKosh Baby Basics was born." 

A special sizing system has been utilised for the basics collection with green used to represent the premature line, blue for newborn, lilac for 3 months, pink for six months and blue sea for twelve months. Clothing is also labelled on the inner neck band with a baby suggested length and weight so consumers can ensure the right fit.

The debut collection is available at OshKosh stores, David Jones, Kid's Central and specialty stores throughout the country.

By Assia Benmejdoub