The Evolution of Childrenswear and It's Stylish Makeover
How Bold, Fashion-Forward, and Sustainable Designs Have Made Childrenswear More Dynamic Than Ever
Growing up, my school and family portraits felt stiff and uncomfortable with my individuality barely shining through thanks to uninspired outfits and the uneven bangs my mom cut. My only “stylish” options for clothing were comprised of Limited Too and Kids 'R Us — can anyone else relate?
Over the years, the childrenswear fashion market has undergone a dramatic transformation. In 2017, when I shifted from corporate America to a start-up in children's fashion, I truly saw how much the industry had evolved. The styles had evolved from uninspired basics to chic, trend-driven designs, reflecting a whole new attitude.
It was an exciting time for both the industry and my career. I embraced the start-up culture: shifting my expertise from women's apparel and accessories. I found myself challenged and inspired by various new categories as I learned the ropes of a different market. The role opened my eyes to fresh perspectives, and I quickly fell in love with the fun, creative possibilities of developing 'bite-sized' categories. From the products to the packaging—yes, even including myself and my childhood pet turtle being drawn into the fun—I was fully immersed in the art of merchandising for kids.
It’s been a handful of years since I worked in childrenswear, and the industry has evolved even further. According to Fortune Business Insights, the global kids' apparel market is expected to grow from $211.57 billion in 2024 to $366.72 billion by 2032—crazy, right? This surge is fueled by social media trends, the increasing demand for branded and gender-neutral clothing, and a rise in newborn births. Asia Pacific is leading this expansion, while e-commerce is booming in North America and Europe. So many new brands have emerged, driven by parents eager to right the wrongs of their awkward school photos and give their kids the chance to shine and express themselves from an early age.
I always watch the market because it’s fun and fascinating. Plus, there’s always something that hits differently and makes your heart flutter when it’s created on a much smaller scale. I’m constantly discovering new brands that nail design, trend, and merchandising. With so many parents — or soon-to-be parents — or even grandparents in my community, I want to share the wealth of these exciting companies with you. Plus, we all have to buy gifts at some point during the year — whether for our own kids, a niece or nephew, and/or a friend’s little one.
Something Magical is Happening in Spain
Spain is home to numerous childrenswear brands that are elevating the industry with playful, sustainable designs often inspired by parents' wardrobes. They seamlessly combine creativity and comfort with eco-friendly production, celebrating the joy of childhood while emphasizing local craftsmanship and a commitment to environmental responsibility.
Below are a few of my favorite brands that need to be shared and shouted from the rooftops.
Letter to the World
Tiny Cottons
Bobo Choses
Weekend House Kids
The Animals Observatory
It’s Time to Pack Your Suitcase
A handful of other global brands that are also noteworthy and need your attention:
Sticky Lemon – Quirky and retro-inspired kid’s accessories from the Netherlands.
Maison Mangostan - Another Spanish Brand to keep your eye on.
Beau Loves - Gender-neutral designs inspired by adventure and sustainability from London.
Mini Rodini - Hand-drawn, whimsical illustrations and eye-catching patterns from Sweden.
A Monday in Copenhagen - An eco-friendly Scandinavian brand that draws inspiration from nature and urban culture.
Bringing European Charm to the United States
If traveling abroad isn’t an option, or if those brands are out of your budget, you can still capture that chic aesthetic with U.S. options that offer similar styles and some at more reasonable prices — all from the comforts of your couch.
Noble: Practical yet chic Brooklyn kidswear that combines style with eco-conscious materials.
Hanna Andersson: Portland’s cozy, sustainability-minded pieces with a European aesthetic, perfect for active play.
Primary & The Sunday Collective: Fun, comfortable and durable clothing brands that bring playful vibes from the streets of New York City.
Misha and Puff: Luxurious and playful designs with standout styles from Boston.
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As the childrenswear industry evolves, demand grows for playful, sustainable designs that let kids express their individuality. From Spain’s BOBO Choses and Tiny Cottons to U.S. brands like Hanna Andersson and Noble, stylish, eco-friendly options are now everywhere — perfect for your little ones or as thoughtful gifts.
Love this! Informative and helpful. Happy to discover new brands for our grandson Dean. Curious what you think of Zara kids?
I run a small children’s store in Hamilton, Ontario. As a buyer for my shop, I have to say The Campamento, also from Spain, is doing a pretty incredible job. Their collections are entirely manufactured in Portugal, a couple of hours away from their headquarters, and their collections are very edited so it really feels like there’s very little overproduction. I also carry Bobo and Tiny, and I have to say I’m really impressed by The Campamento’s quality, attention to detail, and how they run their business. Definitely a brand to watch!