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Brands are making “streetwear styles for tots” to target Millennial parents.

Feb 17 2022

Brands are making “streetwear styles for tots” to target Millennial parents. According to streetwear resale platform StockX, kids streetwear and sneaker resales are up 150% year-over-year, outpacing adult sales. The uptick in childrenswear sales is inspiring hip streetwear brands to make streetwear for kids. Fear of God, Off White, and SSENSE all debuted childrenswear for the first time last year, with some of the collections selling out quickly and reselling on StockX for “about 70% above retail.” Meanwhile, OshKosh B’gosh collaborated with Kith for a “selection of workwear silhouettes reinterpreted through Kith’s lens”; Nike got into streetwear for kids with the launch of a SpongeBob-themed Kyrie collection; and Reebok partnered with Peppa Pig for cartoon-branded sneakers. Of course, comfy and athletic styles for little ones aren’t entirely new and some experts believe that kids don’t really care that much about streetwear, but Millennial parents are “increasingly willing to buy into the streetwear hype-cycle of limited edition $100-plus hoodies for their kids.” YPulse’s Future of Experience trend research found that nearly half of Millennial parents have purchased a special edition / limited release item from a brand. (Modern Retail)