Aug 17, 2017 | By WGSN Insider
Nov 07, 2016
Emerging kidswear brands wanting to tap into an increasingly crowded market could take inspiration from new kidswear brand Scamp & Dude which is standing out from the crowd, thanks to its unique selling point: creating adorable characters to help young children overcome separation anxiety.
Creator of the brand, Jo Tutchener-Sharp [previously founder of Beauty Seen PR, which holds an enviable client list including the likes of Tom Ford, NARS, Dolce and Gabbana] came up with this emotionally driven business concept after being away from her kids for a long period of time in hospital. Coping with the anxiety of separation from loved ones can be a difficult emotional experience for families. With this at the forefront of her mind Jo created two Superhero sleep buddy characters as the main focus for her concept; a cute bunny rabbit and a rather overwhelmed Dinosaur, each produced with a photo pocket in the back to keep loved ones close, and help watch over children sleeping at night.
Alongside the sleep buddies, she’s created a unisex capsule collection of contemporary printed jersey separates, aimed at boys and girls aged 1 to 6 years-old. It features prints inspired by the characters alongside details such as superpower button embroidery on sleeves, a quirky “A super hero has my back “ slogan printed on the back of each piece and swing tags suggesting what kind of superpower to have. There is a selection of adult printed jersey pieces and accessories too- so no need to miss out.
To compliment the apparel and accessories collection, a charitable arm of the brand has been developed. Working with registered charity Don’t forget the kids and a famous London Children’s hospital where Scamp & Dude sleep buddies are gifted to vulnerable children as a comforting aide.
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