Playtime Tokyo: Four Japanese brands we are excited to check out

This February, from the 23rd-25th it’s all about Playtime Tokyo for me, as I head to the trade show to report on all things kidswear. The event first began in Paris, with a carefully curated selection of boutique brands and has since branched out to both Tokyo and New York. More than just a standard trade show, organiser Sebastien de Hutten always refers to Playtime as a children’s universe as it represents maternity, apparel and lifestyle.

I’m personally covering Playtime Tokyo for the first time to see some of our favourite brands, as well as some great newcomers to the show, around 230 Japanese and international brands will be exhibiting. Last season 40% of the brands were newcomers to the show, plenty of variety and excitement coming your way subscribers !

Here’s the four brands I can’t wait to check out:

1. Ami Amie

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A colourful eco-friendly knitwear brand focusing on playful colour pairings with interesting trims and graphics. I’m really looking forward to seeing what they have in store for the upcoming A/W 2016/17 season at Playtime.

2. Superthanks

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Taking note from the recent #couplelook trend (subscribers check out report here) spotted on the streets of Seoul, kids fashion in Tokyo mirrors this vibe with last seasons look book working well for both girls and boys for the ideal “brother and sister” look.

3. Hand See Saw

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This brand creates day-to-day clothing that is feminine and basic in shape with creative detailing and fun prints. Perfect casual wear with a strong commercial presence. We expect this to be a busy booth at the show.

4. Unionini




The silhouettes are simple and basic, with modern detailing trickling down from womenswear collections. This is their first time showing at Playtime Tokyo and we are excited to see their new collection for the upcoming season.

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