The Nowadays Kidswear Difference: Our Approach to Children's Fashion
In the world of kidswear, it's easy to get lost in a sea of fast fashion and precious pieces too delicate for real life. At Nowadays, we're taking a different approach to children's clothing—one that prioritises thoughtful design, genuine quality, and the real needs of families in the thick of it.
Redefining Premium Kidswear
When we set out to create our kidswear collection, we started by asking different questions. Instead of "What's trending?" we asked, "What do parents actually need?" Rather than "How can we make this look cute?" we considered, "How will this work in daily life?"
This approach to kidswear design means examining every detail through the lens of real family life:
- How a neckline affects independent dressing
- Where seams sit during floor play
- How fabrics feel after multiple washes
- Whether a style truly allows freedom of movement
The Quality Behind Our Kidswear
Quality in children's clothing isn't just about using premium materials—though we do that too. For Nowadays, quality kidswear means:
Thoughtful Material Selection
- GOTS-certified organic cotton chosen for durability
- Midweight fabrics that offer structure and softness
- Materials tested for comfort and longevity
Considered Construction
- Reinforced seams in high-stress areas
- Practical design features that simplify dressing
- Strategic sizing that allows room for growth
- Durable finishes that withstand frequent washing
Design Philosophy
Our kidswear collection is built on four core principles:
- Simplicity with Purpose Every design decision serves a practical function while maintaining clean, timeless aesthetics.
- Movement-First Approach We consider how children actually move, play, and explore when designing each piece.
- Parent-Minded Details Features that make dressing, washing, and wearing easier for the whole family.
- Sustainable Thinking Creating kidswear that lasts longer means less waste and better value for families.
The Manufacturing Journey
Each piece in our kidswear collection goes through rigorous development:
- Initial Design
- Careful consideration of daily use cases
- Detailed analysis of fit and function
- Multiple rounds of pattern refinement
- Material Selection
- Testing for durability and comfort
- Environmental impact assessment
- Certification verification
- Sample Development
- Extensive wear testing
- Wash cycle analysis
- Fit refinement
- Production
- Ethical manufacturing practices
- Quality control at every stage
- Attention to consistency and detail
Beyond Traditional Kidswear
What sets Nowadays apart in the kidswear market is our understanding that children's clothing needs to work harder than adult fashion. Our pieces are:
- Designed for active play and quiet moments
- Built to withstand multiple wash cycles
- Created to simplify daily routines
- Made to last beyond a single season
A New Standard in Children's Fashion
We believe premium kidswear shouldn't just look good—it should make life easier. Every Nowadays piece is a testament to this philosophy, combining:
- Practical functionality
- Thoughtful design
- Genuine quality
- Real understanding of family life
Join the Nowadays Journey
Experience the difference thoughtful kidswear can make in your family's daily routine. Our collection proves that children's clothing can be both practical and premium, designed with real understanding of what parents need and what children love to wear.
Discover our approach to kidswear—where every stitch, every seam, and every detail is considered through the lens of real family life.
