New kidswear brand Scamp & Dude doesn’t just make cute toys, it helps tackle separation anxiety too. WGSN reports.
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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