The world of fashion undergoes constant change and this is no exception for kids’ wear. While the main idea is to ensure that your precious little one stays comfy in their clothes, there’s no harm in having a little fashion fun with their apparel. If you’re a fan of giving your child free rein over expressing their individuality, let them explore some of the local Singaporean labels with its variety of styles catered towards them!
The Elly Store
For: Playful and whimsical chic
The Elly Store believes that children’s clothing should be fun, comfortable and chic. When speaking to us, marketing director Audrey Ng told us that the clothes were designed with the child in mind.
“Our clothes have simple designs and our fabrics are 100% cotton, so that kids can run around and play and just be kids in complete comfort,” she said, adding that the playful prints and whimsical designs of their clothing symbolise what they feel being a child is all about.
Most known for their Chinese New Year collection, this local Singaporean company designs and makes their own children’s clothing, and they also boast a carefully curated range of clothing, shoes, gifts, toys and art from all over the world. Their distinctive style has resulted in customers telling them that they can spot an Elly dress from the crowd.
Founded by sisters Audrey and Carol, this tag-team was inspired by the sheer variety of unique and quality products available overseas at affordable prices. This was what spurred them on to designing their own line of apparel for young children.
“It started when I was working in London back in 2010 and would shop for the cutest onesies and little dresses for Carol’s daughter, Sophie, from the London stores. When we realized that there were limited choices shopping for baby clothes in Singapore, we decided we would design our own,” Audrey reminisced.
Fast-forward four years since first opening their store in Cluny Court, they now stock their own Elly branded clothing for children from newborns to 8 years. Their store is also home to other categories of children’s merchandise, such as shoes, toys, hair accessories, gifts and art.
For: Stylish prints and colours
Founder Cheryl Tan describes the apparel selection in PriviKids as, “stylish, comfortable, and in a variety of prints and colours that even adults would love to wear.” She believes that the line is an extension or reflection of adult style.
When Cheryl and her husband Darren Yang had their first child, they found it a challenge to get their hands on stylish, quality and affordable apparel in Singapore. They started keeping an eye out during their travels and came up with a curated collection of brands and designs.
“We wanted to share our unique finds with like-minded parents who would like to dress their kids up stylishly, so we launched our online store privi-kids.com,” said Cheryl.
Now, PriviKids is a fully integrated click and mortar business with three retail stores at the newly opened Waterway Point, Suntec City Mall and Changi City Point. They also have plans to launch their own clothing line and lifestyle products in the not too distant future.
“Our retail stores are an extension of our online store and provides a great channel for us to meet with customers, for them to feel the quality of our products and try on the clothes for their kids. Most importantly, it is a great channel for us to build a stronger rapport with our customers,” Cheryl explained.
She believes that providing a warm shopping experience both online and in-store is what keeps the customers returning. Their fuss-free and easily navigatable site makes it a breeze for time-pressed customers to shop for their own kids and gifts for friends. And in stores, they do their best to provide a warm friendly shopping environment and to add a personalised touch – something the customers truly enjoy!
For: Modern yet timeless designs
Could the name of this store get any more adorable? From clothes to lifestyle products, Chubby Chubby sports a variety of sweet items for you to fall in love with and shower upon your little one or to give as gifts.
Nix Deng did not actually start out with plans to come up with a clothing line that catered specifically to children. “I was just toying around with a sewing machine and some fabric scraps off the local fabric store, learning how to sew straight lines to making a pair of baby booties as gifts for friends and family members. Eventually, I fell in love with the idea of designing and now, I make everything you see on Chubby Chubby,” she told us.
This Singaporean-based store painstakingly comes up with all their own designs and they also make all the pieces sold by the brand. This provides them some exclusivity as you will not see our designs elsewhere. While Chubby Chubby mainly operates online, you can also find their products at Astoria at Mount Elizabeth Novena Hospital, Mothercare at Paragon and Habourfront Centre, DearBaby at Fusionopolis Way, and Naiise @ Central, Eu Tong Sen Street.
“We also provide other lifestyle products like the traditional baby security pillow like the beansprout husk pillow as well as baby blankets. These products are quite tailored to our Southeast Asian market and lifestyle,” Nix said.
In fact, the Chubby Chubby Beansprout husk pillow baby shower gift set is one of their best-selling items! “We’re the only one in Singapore selling such a gift set,” Nix told us, adding that they provided the option to personalise the items with the baby’s name – making the gift extra thoughtful and sweet!
For: All the mini fashionistas
Calling themselves a “one-stop station for your child’s closet needs’, Camouflage Kids takes inspiration from adult fashion trends, playing with colours, prints, and patterns to dream up comfortable apparel for your little ones. “We started out with adult apparels and after setting up our own families, it was only natural for us to venture into kids apparel,” said founder Juliana Neo.
Sporting an assortment of trendy, age-appropriate and aesthetically pleasing clothes, their extensive range of baby and kids clothes reflects their belief that children should be empowered to make their own fashion decisions with mum and dad being the inspiration. “We also look into recent fashion trends to get our design inspiration,” she said.
Camouflage Kids aims to promote family bonding through their clothing line. “We’ve noticed that kids nowadays are dolled up in stylish outfits that resemble adult’s fashion by their parents. Especially in Singapore, we have seen more families wearing similar outfits,” Juliana told us.
At their outlets in Jurong Point, Tampines Mall, and Raffles Xchange, you’ll be able to find choices from lacy hem, shift and denim dresses to geometric tops, cute shorts, and matching mother-daughter outfits. Meanwhile, boys can pick from their choice of modern, fashion-forward casual and semi-formal wear, including father-son outfits. Your little fashionista will definitely be spoilt for choice!