Cashmere fit for kids
NEW ZEALAND: Prominent knitwear designer Richard Moore has found a novel way to keep Kiwi kids warm this winter.
Increasingly frustrated by the lack of quality woollen garments available for the under seven market, the Auckland-based father-of-one has done what he does best and created his own self-titled range instead.
Appropriately dubbed Richard Moore Kids, the label is made from 100 per cent super fine machine-wash merino and believed to be the country's first slogan-free cashmere range exclusively for children.
Moore said while competitor labels included New Zealand-based brands Standard Issue, Minti and Little Horn, the collection's key point of difference lay in the superiority of its quality and yarn.
"It is also a boutique fashion look in both style and colour, and by remaining simple in style and free of slogans and embellishments so overdone in children's clothes. It is capturing the people who run in terror from chains like Pumpkin Patch."
Featuring seven unisex styles and two girls only knit dresses, the range includes cardigans, scarves, sweaters, vests and jackets, all of which are fully fashioned knitwear pieces in 10 to 16 gauge weight.
Colours include traditional winter favourites black, white, stone, donkey grey marle, charcoal as well as a more fashion forward palette of ochre yellow, hot pink and gentian blue.
Initially inspired by two-year-old son Jacob, Moore said he was motivated to enter the children's category because of a personal struggle to find quality knitwear for children of all ages.
"There is also a baby boom happening in New Zealand and many fashion boutiques are reporting great response and sales for children's designer clothing. So it was a logical step given that both the demand and the desire were there to do it."
Yet despite having been in the industry for more than 15 years, Moore - who now works as a creative manager at fashion house Caroline Stills - said not everything went as smoothly as expected.
The most challenging aspect of the launch began before he had even started sampling, he said.
"Convincing my employers that the market was ripe for opportunity, and that despite the reduced margin per item that the return was still worth the effort [was the hardest part]. Convincing the retailers was the easy part and the product looked so good it sold itself."
Manufactured in southern China and New Zealand the range, available from the end of this month, will boast retail price points of between $50 and $180.
Currently available in New Zealand only - at boutiques including Sugar Free, Eon and Browns in Auckland, Baby Star in Wellington, Honour & Obey in Christchurch, and Angel Devine in Queenstown, Richard Moore Kids will be available in Australia from next summer.
By Tracey McEldowney