Lean into nineties nostalgia with this line-up of local and international brands, along with second-hand resellers, guaranteed to inject some fun into your child’s wardrobe.
Oshkosh B’gosh, Kozmik and Xtasy are brands that will be familiar to millennial babies, the ones with heavy photo albums full of Women’s Weekly birthday cakes and trips to the local Georgie Pie. In the eighties and nineties, there was almost no such thing as minimalist clothing for kids; we lived in a riot of colour and pattern, donning dungarees and cotton printed pinafores as part of our everyday wardrobes (not just for birthday parties).
It was probably only within the last decade, with the rise of *aesthetic* Instagram accounts, that the colour began to fade from the outfits of the under fives. If their mums were into sad beige outfits then the kids followed suit, which led to a boom in chic, understated and desaturated children’s clothing brands catering to a very Instagram-friendly look.
While there’s no denying that pudgy little hands look super cute sticking out of creamy knitwear and muslin rompers, I am thrilled to see a rise in brands leaning into the nineties nostalgia, bringing back bold patterns, bright colours and oversized silhouettes that really lend themselves to rambunctious childhood antics.
If you’re also into a bit of chaotic colour and love to dress your kid like a character from Rugrats, here are a few children’s brands to keep on your radar.
Kokomo
A New Zealand label that certainly leans into nostalgia, Kokomo’s pieces are essential building blocks for a fun-filled wardrobe. The shapes are roomy and comfortable, the sizing is generous, and the colours and patterns are gender neutral, meaning these pieces will be in hand-me-down circulation for years. Everything is sustainably and ethically made too from high-quality fabric that’s made to be thrashed.
Kokomo Iceblock Longsleeve, $60
Piccolo
Launched just this year, Piccolo is a New Zealand brand founded by friends Celine Cummins (previously the designer of eponymous women’s clothing label Celine Rita) and Hayley Urry. The pair’s foundation collection is a range of responsibly made, candy-striped button-up cotton pyjamas that are just begging to be made in adult sizes too. The design of the PJs has been carefully considered, with a generous leg length for growing bodies, elasticated waistbands and sleeves cropped just so to avoid ending up in the morning’s bowl of cornflakes.
Piccolo Winter Pyjama Set, $80
Sonnie
If you’re looking to dip your toe into colour for your kids, Sonnie is the perfect jumping off point. The brand was created by two Kiwi mums with six children between them, and their clothing is made for play and built to last from 100% GOTS-certified organic cotton. Another fantastic gender-neutral range with pieces that will no doubt be passed around your friend group for many seasons.
Bel and Bow
No statement kid’s wardrobe is complete without a smashing pair of overalls, and this checkerboard pair from Christchurch-based label Bel and Bow will be imprinted in your child’s memory for years to come. If you’re after high-quality basics, you’ll also find ribbed cotton and super-soft bamboo essentials in gorgeous seventies-inspired colours to add some retro flavour.
Bel and Bow Checkerboard Overall, $75
But wait, there’s more…
A colourful kids wardrobe edit cannot exist without mentioning Australian label Gorman, with its absolutely OTT penchant for pattern and all things outrageous. If that’s just too much colour, fellow Aussie brands By Billie and Lenn Label are a bit more pared back in their offering, both stocking pieces that have a minimalist aesthetic but designed in throw-back colour palettes and Prints.
Further abroad, Barcelona-based Bobo Choses has a children’s collection that is brimming with vibrancy, and if you like to match with your mini, they create clothing for adults too. Bobo Choses’ sister brand The Animal Observatory is also worth checking out, and shipping is available to New Zealand.
Shop second hand, get the originals
Getting into the second-hand kids clothing market might turn into a bit of an obsession once you realise how many excellent vintage and pre-loved pieces are still in circulation. If you’re looking for the real deal when it comes to nostalgic kids clothing, it’s time to start following some re-sellers on Instagram and turn your notifications on so you don’t miss new stock drops.
Here are a few Instagram pages to start following now: Sunny Mini Store, The Little Op Shop, Gogos Vintage, Nice Twice, Phe Phe Finds, Smalls Store, Loved By Little, Little Rummage NZ and Thrifty Grace.
(The obsession is real. Don’t say we didn’t warn you…)