| Trends: Eco Kidswear on the Up |
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Organic ranges in babywear, along
with products and food, have seen a steady climb for several years now.
Finally, it seems, kidswear is catching up and for the very first time this
season trade show Premier KIDS devoted an entire section to eco-friendly
kidswear brands.
Premier KIDS organisers decided to launch the new section after noticing an increasing demand from consumers to 'buy green' for their young ones. Brands included recycled, organic and fairtrade products from the likes of Natty Fair, Arabella Miller, Frugi, Stella James Organic Knitwear, Little Nomads, Little Scrimp, Cut4Cloth, One of Me and Olive and Moss.
Sam Petter, Founder of Tatty Bumpkin, a funky organic kidswear brand, had nothing but praise for the new Eco Kids section. "We were ahead of the market and retailers weren't prepared to take a chance on organic clothing," Sam commented. "This year we decided to exhibit again at Premier KIDS after a two year absence whilst we waited for the market to develop, and we've seen a dramatic increase in interest and orders. It's very exciting to see this new awareness in eco textiles and we are very pleased with Premier KIDS' dedicated Eco section."
Press at the show agreed that the timing was perfect for the growing Eco kidswear sector. Ellen Kirkhope from WGSN said: “Loved the addition of the ECO section which added something new and different to the show. Vintage Kit was a definite brand highlight pioneering in originality and flair. It was really inspiring to see new companies showcasing a wide variety of work covering all different styles.”
First time eco exhibitor Lucy Jewson, Director of Frugi added: "Within 5 hours of launching in the new Eco section at Premier KIDS we had met all our existing buyers and seen new promising independents and overseas buyers from Poland, Iceland, China and Bulgaria. Buyers have the facility of submitting their orders online, for both forward and short orders, allowing retailers to top up when needed. It has been a lively show and we feel our hard work is paying off, with buyers and leads exceeding the previous show."
Many eco brands focus on organic, natural fibres that feature quirky prints, bold stripes and graphics in strong two-tone shades.
 The next Premier KIDS will take place 6, 7, & 8 July 2008 at the NEC Birmingham www.premierkids.co.uk and will once again include the growing Eco Kids section. ++++++++
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