When it comes to clothes for kids and toddlers, often what’s out there falls into a couple of distinct camps.
There are clothes for “boys” with animal prints, dinosaurs and prominent logos, and then outfits for “girls” with princesses, fairies, mermaids and, of course, logos.
Sometimes, it can be hard to get your hands on something that’s colourful, yes, but cool too — perfect for play dates in the park and then a Sunday lunch out.
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Enter AgainAgain! Apparel.
Founded by Sydney mum-of-two and PR maven Jessy Marshall, the new kids’ label has launched with a nine-piece collection of children’s clothing that puts colour, positive messages and thoughtful details at the centre of everyday dressing.
And shoppers can’t get enough of it.
The new children’s clothing label has sold through 50 per cent of its presale stock within three hours, reaching 70 per cent in its first 48 hours.
Launched earlier this month, AgainAgain! Apparel averaged one item sold every two minutes across its first 48 hours.
Half of its allocated presale stock was purchased within three hours, with that figure reaching 70 per cent by the end of the second day.
So why are people loving AgainAgain! Apparel so much and should you be investing?
A quality label that can be worn everywhere
Catering for ages 1–5, the debut collection combines block colours, affirmations and contrast stitching across pieces designed in Australia and made from 100 per cent cotton.
Prices start from just $50, but each piece feels soft to the touch and well-made.
Colour and contrasting details give the pieces their personality, while affirmations introduce positive messages into the range — without anything corny.
The pink mini skort ($79) and affirmation tee ($52) have emerged as early favourites, with selected sizes already selling out during the presale.
But across the nine pieces, there is something for every kind of parent and child — and this is all down to mum-of-two Jessy, whose experience in PR has proven invaluable for the launch.
“I’ve spent years helping founders tell the story of something they’ve poured so much into,” Jessy told 7You.
“Launching AgainAgain! has given me a different understanding of that feeling.
“You can believe in an idea and put everything into getting it ready, but opening the presale is the moment you find out whether customers connect with it too.”
Viral love
Thankfully, business is already booming.
Alongside the response to the pink miniskort and affirmation tee, there are hundreds of Instagram comments on the brand’s page, where shoppers are calling the outfits “so freaking cute” and “just adorable”.
“Bright and cute. The fits are too cute,” writes one parent.
“The mini skirt in adult size please!” adds another.
A third says: “The balloon pant! It’s perfect!”
Having been lucky enough to get my hands on a few pieces ahead of the launch for my two daughters (age 2 and 4), I can safely affirm that the quality is fantastic and the finish is perfect.
I also particularly love the balloon pants, which look fantastic on my four-year-old — and something, yes, I too would love to wear.
AgainAgain! is a bootstrapped family business, developed alongside Jessy’s founder and CEO role at PR firm Hive HQ.
Its first release introduces the label’s focus on colour, cotton and positive messages, with further drops planned over the coming weeks.
Looking to get your hands on some? The debut collection is available to pre-order now in sizes 1–5, with shipping available nationwide.
For more information and to browse the collection for yourself, head here now.
