Kidology to launch clothing range for teenagers

Kidology is all set to launch a new line for teenagers up to 15 to 16 years. The range will have kurtas, plazos, shraras, lehngas and will be unveiled within a couple of months. As Neha Sichar Mittal, Joint MD, Kidology explains, “The reason behind expanding to teenage category is because hardly anyone does anything for them. We are starting with a line of fusion clothing because we realise children in this age group don’t want to look too dressed up. It will be a 100 percent apparel line but if someone orders accessories to match, we will offer that as well.”

With Kidology, the company brought together some of India’s best names in fashion under one roof. The team includes: Gaurav Gupta, Gauri and Nainika, Malini Ramani, Nandita Basu, Siddhartha Tytler and its in-house collection designer Maya Nocon. The concept was launched by three partners including Mittal seeing an opportunity in occasion wear category.

Designer ensembles for kids

Kidology offers apparel, accessories and customised furniture. The range is for 0 to 10 year olds. “Our occasion wear for girls and boys both along with accessories, consist of clothes and shoes for babies, kamarband, sandals, hair accessories, belt, hat, caps, jewellary and so on. We are completely into formal wear like formal dresses, skirts, jackets, overcoats and trousers. In Indian wear, we offer lehnga cholis, anarkalis, sharara, Patiala pants etc. For boys we have tuxedos, suits, shirts, kurta pyjama, Nehru jackets, bandgalas and dhotis,” says Mittal, elaborating on the product range.

Stocking miniature versions of adult ensembles, the company uses luxurious yet comfortable fabrics like cotton, poplin, tweed, net, chiffon and georgette. The new Spring/Summer collection is all about floral prints and pastels based on the garden theme.

E-retail a hit

The company has one flagship store in Delhi but the merchandise is available in other cities of India and abroad through shop-in-shops or multi-designer stores. The collections can be purchased in Mumbai, Hyderabad, Chennai, Raipur, Ludhiana and Pune, as well as international locations like Dubai, Singapore, New York, Australia and Russia.

Talking about e-commerce, Mittal says, “We are focusing on it as the number of buyers shopping on our website from across world has grown. We supply through physical and online channels. Abroad, we are available through MBOs and online platforms. We are on Amazon, Vintagedesi.com and Indiayouth.com.

Kidology is a multi-designer brand for kids offering apparels and accessories. It was launched to fill a void within occasion wear segment. At the time of its launch in 2010, the concept was the first of its kind in India, for until then most parents would shop overseas for party wear.