Little boy too cool for school

Quinlan Doyle may have yet to graduate from pre-school but the tiny tot is about to front a "cool" new fashion concept.
Taking inspiration from the antics of her vivacious three-year-old son, former graphic designer and proud mother-of-two Monique Doyle is launching her first boyswear label Quinn Macool later this month. Framing it as both a wholesale and online retail operation, Doyle said the brand was conceived after months of research and consultation with Australian mothers.
"The two most common complaints from mothers were the annoying neck tags and small neck holes. So as a result, we have directly implemented the results of our research. We have printed the information on the back of the neck instead of using tags and have allowed for generous neck sizes so the garments go easy on and easy off."
Officially launching on October 30, the streetwear label specialises in clothing for boys aged 000 to 8 with t-shirts, sweatshirts, short and long sleeve rompers and singlets in over four different colours. Taking an unconventional approach to traditional apparel designers, Doyle has ordered blank shirts and then printed on and transferred the designs herself.
"We basically print on demand and it gives us great flexibility to add and delete designs depending on consumer demand. It does mean our garments are more labour intensive but it allows us to be more creative in what we produce and more current with trends and demands."
Manufactured in China and printed in Australia, the garments are made from 100% cotton jersey and interlock and are packaged in custom designed drawer boxes. The company is also working on a portable display case for independent baby stores to boost branding and give retailers greater flexibility when marketing the product.
Priced from $10 for singlets and $34.95 for duel-tone sweatshirts, the brand is targeted at middle market baby and children's stores and is also available through the company's online retail shop.
Keen to launch a boy's underwear line within the next 12 to 18 months, Doyle is not ruling out a venture into other markets.
"Who knows, Quinn Macool might get a sister and the birth of our girls brand."