Jensen take two proves early hit
Born from a few scraps of left over fabric during a lull in proceedings at Fashion Exposed last year, Jensen Junior drew so much attention at the trade event it was recently launched as an independent collection.
Designer Justin Marmot, whose adult range boasts more than 40 stockists - including department store Myer - said the early attention paid to his children's line surprised everyone - not least himself.
"I made up some small pieces of fabrics into mock-up mini shirts. I received such a positive response from childrenswear buyers looking for kid's shirts that I decided to develop a collection specifically for them. My two little nephews also inspired [the new collection] as I wanted to dress them up in Jensen so they could look as cool as their uncle."
Appropriately dubbed Jensen Junior, the new range boasts an impressive array of styles with more than 15 different creations targeted squarely at the under-15 market.
Positioned alongside Polo Ralph Lauren kids, Diesel and DKNY, because it is manufactured in Hong Kong the new range comes in a lot cheaper than its high-profile counterparts with a recommended retail price of between $55 and $65.
"The key point of difference is the close attention to detail, the durable fabrics and the fact they can be matched to 'dad's shirt'."
Made from 100 per cent cotton, Jensen Junior is available in children's sizes one to eight and nine to 16.
Marmot, who launched his original label Jensen 18 months ago, said the "mini-me" shirts were targeted at fashion conscious parents who want their kids to look "sharp in a shirt".
The shirts were perfect for a special occasion or function but looked equally good with a pair of jeans or cargo pants, the 27-year-old designer said.