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London-based children's brand Mori is entering the U.S. market through the acquisition of Kidly, betting on a concept called "investment dressing." FY25 revenue hit £16.1 million, up 17%, with EBITDA surging 160%. The brand is already stocked at Nordstrom and Bloomingdale's. Mori is selling U.S. parents on a simple idea: buy clothes that last longer, buy less often, and spend less over time. The strategy taps into a broader shift in the $40.7 billion U.S. childrenswear market—moving from "buy cheap, replace often" to "buy less, buy better." Read More
2026 kids' shopping is about buying clothes that do more. Parents are prioritizing GOTS and OEKO-TEX certifications over vague "eco-friendly" claims. Sensory-friendly features—flat seams, printed labels, and tagless necklines—are becoming standard. Two-piece sets offer versatility, while linen blends combine breathability with everyday wearability. What parents are skipping: cartoon IP as a wardrobe staple, which has a short shelf life and poor resale value. The shift is clear: parents are buying for the life of the garment, not just the season. Read More
Cotton vs. tech: the kids' fabric war is heating up. Parents are caught between natural fibers and performance textiles. Organic cotton, bamboo, and Tencel remain the default for sensitive skin and daily wear. Quick-dry, breathable, and antimicrobial fabrics are growing fast, with The North Face using LIGHTRANGE™ for UPF 40+, odor control, and moisture management. Arshiner's UPF 50+ swim shirt blocks over 98% of UVA/UVB. The smartest brands are blending both—organic cotton against the skin with functional layers for performance. No single side wins. Read More
2026 back-to-school fashion is a full-scale 90s revival. Striped crewneck sweaters spiked 200% in market penetration, polka dot outerwear jumped 1,487% in search volume, and color-striped sets rose 364%. Bright pinks, electric blues, and lime greens are replacing the black, gray, and navy palettes of recent years. Character tees—unicorns, bookworms, space themes, and animated IP—are a stable growth category. The 90s aren't just back—they're taking over the playground. And kids are wearing them like they own them. Read More
2026 kids' clothing is undergoing a "performance revolution." Outdoor functional kids' wear surged 1,490% in market size in 2025, with 39.4% of parents willing to pay more for tech-enabled features like cooling, waterproofing, and antimicrobial fabrics. Brands like Balabala, Anta Kids, and moodytiger are adopting GORE-TEX and other premium materials previously reserved for adults. Kids are playing pickleball, hiking, and riding pump tracks—and their clothes are finally catching up. "All-weather armor" is replacing basic cotton. Read More
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