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Theres a new kids clothier in town. Polarn O. Pyret, Swedens number one purveyor of childrens fashion, has arrived on our shores, and just in time for Back to School.
Youve never heard of Polarn O. Pyret? Its time to get acquainted. And with their stateside flagship store newly opened in Greenwich, introductions are easily made.
We want our clothes to make you smile, says Jennifer Athanason, Managing Partner and U.S. Master Franchisor for the brand. The bold colors and whimsical patterns, available for ages 0-12, are certainly smile-inducing. But the real mom-pleaser is that every piece in this line is machine washable. The clothes wont shrink, the colors wont fade, Jennifer says. The focus is on function and longevity.
Polarn O. Pyret began as a family business in the mid-seventies. It has since become a veritable juggernaut on the European market, boasting more than 100 stores on the other side of the Atlantic. Part of their appeal is clothing that isnt gender-centric.
About 30 percent of our line is made up of clothes not for boys, not for girls, but for children, Jennifer explains. We start with primary colors and gender-neutral patterns, for the mom who wants something that isnt pink, or doesnt have a truck appliqué on it. Clothes can then be passed from brother to sister, cousin to cousin.
Their line isnt wholly unisex, though. There are plenty of too-cute-to-handle skirts and dresses, along with some sandbox-ready, dark wash carpenter jeans for the playground contractor. And the basics are always in stock, including high-quality cotton onesies for infants. Polarn O. Pyret has their bases covered and then some, with items sure to please any Main Street Mom.
We were very thoughtful about where to launch the brand in the U.S., Jennifer says. We were so impressed by the international element in Greenwich. So many people have told us already that they know the brand from their travels in Europe. Weve even had Swedes come in and share stories of their memories of wearing our clothes as kids. Some have even told us theyve passed on clothes from their childhood to their children.
Shop for your future heirlooms at Polarn O. Pyret, located at 243 Greenwich Avenue, in Greenwich. Or find them online at http://www.polarnopyretusa.com.
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