By S. M. Aamir
It is time to say goodbye to the good old big floral prints, laces, buckles, Mickey Mouse and Donald Duck prints in children’s outfits. It is time to dress up kids in what they want and not necessarily what is available off the shelf at a shopping mall or what you pick up on your way home from a foreign trip, says designer duo Pooja/Karan. The couple is trying to fill the “big gap” in kids wear in the country.
Says Pooja, “The idea is to make kids wear what adults wear because children are becoming more conscious about their dressing, and they ask the parents to wear clothes like them.”
Launching their new summer collection at Manan store in New Delhi, Pooja claims that she and Karan are better equipped to handle kidswear.
“As we have been around for more than a decade in this business of manufacturing and exporting clothes, we understand the changing demands of the kids. There is a big gap in the market and we want to fill it and give good value for money to the consumer,” says Karan.
Their label is called Purple Elephant, and there is a story behind it, says Pooja.
“Purple is a healing color and children love elephants and the combination blends well.”
The new collection aims at catering to a wide section of the population ranging from six months to 14 years for both boys and girls.
The prices start at Rs. 400 and go up to Rs. 1,400 “which is very reasonable and affordable looking at the quality and designing of the clothes.”
Karan, who handles the marketing part of the partnership, claims that the fabric used is weather and environment-friendly. All the garments are made of 100 percent cotton and everything is sourced within the country, nothing is imported.
He goes on to say, “Everything is indigenous and an attempt is made to infuse various elements into the same garment, thus giving employment to more people.”
The garments are at present available in Khan Market and Square One Mall at Manan store.