NATIONAL: Kidswear label Sudo has unveiled plans to do its part for the cause of breast cancer research and prevention.
The label would launch a girls' breast cancer pink T-shirt later this year, with October - "Pinktober" Breast Cancer Awareness month - touted as the likely release period, a Sudo spokesperson confirmed.
With proceeds earmarked for breast cancer research, Sudo hoped its wide local and overseas following would drive demand for the pink tees, she added.
Established by Terry and Rachael Lay and inspired by their three children, Sudo is targeted at kids aged two to eight and features "funky, modern and fashion orientated" clothing.
Combining Melbourne style with global influences, the collections aimed for a unique handwriting that also embodied current trends, confirmed co-founder Rachael Lay.
"We get inspiration from anything and everything, from current trends for adults to books, nature and art. Once we even used a piece of our son’s artwork from kindy on a tee," she said.
The Lays released their first range in June 2003, two years after the birth of their first son, when they noticed a gap in the market for fashion-conscious kidswear.
The Australian-manufactured label now has a healthy following, with Sudo devotees including Pax Jolie-Pitt, son of movie celebrities Brad Pitt and Angelina Jolie.
The young fashion icon was recently snapped wearing Sudo Skinny Rocker Jeans on the site of the Brad Pitt "Make it right" New Orleans housing project. Under the project, for which Pitt has donated $5 million, 150 affordable and environmentally friendly homes are being built for Hurricane Katrina victims.