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Get Ready, Summer Is Coming

Kids don’t stand still for long, and in the summer their energy levels seem to get that much higher, which means they’re always ready and raring to go (even if you’re not)! Summer is the time when your kids can be outdoors a lot more, and when they need the right clothes to match their insatiable appetite for activity.

That’s why, at Kidult and Co, we don’t stand still either. It’s not that we’re running around like headless chickens, but we’re always looking ahead, excited by the prospect of bringing you new, exciting and inspiring lines, based on our bold, minimal and unisex clothing designs.

In fact, you could say that we’re on a mission, to give you better choices for what your kids can wear, and to always keep what we do fresh and forward-looking. And the main part of that mission at the moment is to make sure you and your children to have versatile and eye-catching clothing that’s fit for the upcoming summer season.

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Summer Means Freedom

Last year, a shocking survey revealed that three-quarters of UK children were spending less time outside than prison inmates! The Persil-sponsored survey found that 74% of children spent less than an hour playing outside each day. The whole Kidult and Co approach is about freedom: liberating kids from stereotypical clothing that seems designed to pigeonhole them from an early age. Naturally, when we saw this report, it reminded us how important it is that our new summer lines encourage freedom and capture the spirit of being outside in the summer.

Obviously, we know you need to be sure your kids are safe, and we would never want you to not keep a close watch on them. But just think about the magic of being outdoors, that wonderful sense of space and the benefits of breathing in all that lovely fresh air. It doesn’t matter if it’s your own back garden, the local park or further afield – it’s the magic of feeling free, of exploring spaces and seeing different things. It’s your kids playing games, and inventing new worlds of their own.

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Playtime is Here

Playtime is what summer is all about for kids, so that’s why we created our recent line, the Playtime Collection, to bring together dynamic designs that are bang-on trend for the new season. Why Playtime? Because we firmly believe that play is important for children’s development, and while it might sometimes not seem like it when they’re covered in mud, it’s actually vital for how they begin to learn. And don’t just take our word for it: the UN itself says that play is a right of every child!

Playtime is about pure joy and that’s what inspires this collection. Play is the perfect outlet for energy and our Playtime Collection of minimal monochrome clothing will go perfectly with whatever your kids get up to this summer.

Clothing That Plays With You

What do you think of when you remember being a little kid in the summer? What about the games your kids play that you played? Some things like this are truly timeless. Who hasn’t played hide and seek, tag or eye spy?

Our Playtime Collection features distinctive black and white t-shirt designs that draw on these ideas because they have this ageless appeal. For example, our Kidult and Co ‘Hide and Seek – Ready or Not’ t-shirt is 100% cotton and made in Britain. It’s simple, bold and unmissable. Hide and seek is something everyone knows about and it’s pretty much a failsafe kids’ game, so it deserves a t-shirt to match.

Who’s it? When it comes to running around like crazy and making the most of the summer nothing quite compares to a quick burst of tag. The “Tag” t-shirt is our cheeky, 21st century nod to what must be the oldest kids’ game in the world;“#TAG You’re It”!

Summer is also about trips out, but to get to where you’re going can sometimes mean having to wait a little bit on long car journeys. That’s when I Spy is worth its weight in gold; forget tablets and other devices, I Spy is the original keeping-you-entertained game for children on car journeys. And what do you spy with your little eye? Something beginning with ‘T”? Our “Eye Spy” personalised t-shirt is another monochrome marvel, plus it’s a 100% pure cotton white t-shirt with bold, black lettering. And what’s even better, to match the “I Spy” message on the front, you can have a personalised back, where the “Something beginning with” message is completed by an initial capital letter of your choice, so you could have S for Sam or E for Ella, whatever’s best for you.

And why not complement the ‘Eye Spy’ design with our “Are We There Yet?” t-shirt?! It’s the perfect accompaniment to those long summer family car journeys!

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The Kidult Appeal

And don’t forget that one of the best things about Kidult’s clothing is the fact they are both different and durable, plus we’ve made them to appeal to both you and your kids. We don’t believe in making children’s clothes that simply want kids to conform to traditional ideas or roles; instead, we design and make gender-neutral clothes with a real sense of character.

We know our audience well – it’s you and your kids – and making sure that you’re getting something a bit different, that you relate to on your children’s behalf and that everyone will love to wear is our mission. And like your kids, our ideas keep on growing, so we’re always on the lookout for fresh inspiration to add to our range of designs. We can’t stop thinking about how to come up with new ideas because we care about our customers and about being able to bring them something new that will make their summer that much more enjoyable.

Clothes can change, but quality is timeless. We believe that it’s essential that what your children wear, and what you choose for them, is perfect. We manufacture all our clothing here in the UK, and it’s designed to withstand your kids’ daily wear and tear while retaining its supreme sense of comfort.

So remember, whilst you’re having fun playing out this summer, we’ll be developing new designs to entice and excite you. In fact, sometimes it feels like we’re the kids, because we get so much out of what we do that it feels more like playtime than work for us. In return, we hope that all the energy and enthusiasm we put in comes out in the unique clothing we can offer you for your kids.

Get in Touch

If you want to find out more about our Playtime Collection, or other clothes for you and your kids this summer, then please get in touch with us. You can write to us at hello@kidultand.co, or visit our website and fill in the contact form. We’d love to hear from you.



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