Close
 

Freedom Kids wants children to wear whatever they like

  • News
  • October 12, 2015
  • Sarah Dunn
Freedom Kids wants children to wear whatever they like

Most children don’t care whether their clothing is intended for boys or girls, Hansen says – it’s the adults who have baggage. She explains that twirling, playing dress-ups and feeling fancy are activities which can be available to anyone, and for the very young, tunics or pinafores with a nappy underneath are a practical choice for toilet training.

“Some kids just love wearing dresses regardless of whether they’re a girl or a boy.”

The demand certainly seems to be there. Of the five dresses sold on Freedom Kids’ first day in business, two went to little boys.

The site grew out of Hansen’s work as a gender and body educator. In her sexuality workshops for parents, she heard how difficult it was for families to buy childrens’ clothing that wasn’t prescriptive in terms of gender roles. This dynamic also played out at home.

“As a parent, if I go to buy my daughter some togs, there’s one colour and it’s pink,” Hansen says. “At Freedom Kids we’re not anti-pink – we’re not anti any colour – we’re anti-limitation.”

Hansen feels it’s unreasonable to limit childrens’ clothing choices at a young age when their bodies are nearly identical. She also has concerns about the “toxic” cultural messages that heavily-gendered clothing may be passing on to the children wearing them.

“I’d spoken to friends about this business idea saying, ‘Someone needs to do this,’” Hansen says. “Last December I decided that someone was me.”

Freedom Kids stocks everything from undies to overalls, representing 11 labels with five more to come on board from next month. Hansen has been thrilled with how focused and passionate her suppliers have been, even if managing their diverse supply chains is a challenge.

“The selfish side benefit of [stocking ethically-made clothing] is that everyone I’m working with is just so wonderful and lovely.”

It would be easier and less time-consuming if she had simply imported a container load of clothing made by companies not adhering to her ethical standards, Hansen says, but she’s not interested in this approach at all.

Hansen believes it would be hypocritical to seek out gender-neutral clothing for her children while exploiting those involved in manufacturing that clothing.

“Some of the clothing [on the market] is made by children in unethical companies, and by parents who haven’t been able to access education.”

She also has a strong focus on quality. Hansen says she grew up in the 1970’s and 80’s, when there was an expectation that clothing would be passed down from older siblings to several younger ones before finally wearing out. She feels that today’s fast fashion items degrade the environment by heading to the landfill too quickly.

Hansen’s ultimate goal is to open a bricks-and-mortar store. She loves the idea of a child being able to walk in and having 100 percent of clothing in the store being available to them.

“I want to make the world a better place and if I can do that through business, then that’s great.”

This is a community discussion forum. Comment is free but please respect our rules:

  1. Don’t be abusive or use sweary type words
  2. Don’t break the law: libel, slander and defamatory comments are forbidden
  3. Don’t resort to name-calling, mean-spiritedness, or slagging off
  4. Don’t pretend to be someone else.

If we find you doing these things, your comments will be edited without recourse and you may be asked to go away and reconsider your actions.
We respect the right to free speech and anonymous comments. Don’t abuse the privilege.

 
News

What’s in store for The Everything Store?

After years of persistent rumours, Amazon has confirmed its arrival in the Australian market. Is it coming to New Zealand next? If so, what should ...

 
 

New Nespresso retail concept takes aim at queues

  • Design
  • January 18, 2018
  • Sarah Dunn
New Nespresso retail concept takes aim at queues

Coffee-pod retailer Nespresso has opened a new concept store in the Auckland suburb of Albany which aims for an immersive shopping experience. The boutique, which opened in December 2017, boasts an experiential design and virtual queuing system.

Read more
 
 

Expert advice for Amazon's arrival

  • News
  • January 18, 2018
  • Sarah Dunn
Expert advice for Amazon's arrival

As part of a recent feature series on Amazon's Australian launch, our panel of retail experts - Massey University’s Professor Jonathan Elms; Sell Global’s Hamish Conway and Retail X’s Juanita Neville-Te Rito – each offered detailed advice on how retailers should adapt their offering to be more resilient against the Amazon effect.

Read more
 
topics
Amazon Arrival
Keeping up with all things Amazon as it ...
The Retail Yearbook 2017
As we battle our way through the busiest ...
The future is bright
We spoke with four retailers in their twenties ...
Hospitality enhancing retail
Some think food and integrated hospitality offerings will ...
Spotlight on signage
At first glance, the humble in-store sign might ...
Red Awards 2016
The Red Awards for retail interior design celebrate ...
Auckland Unitary Plan
Auckland is changing. The Unitary Plan will decide ...
Sisterhood
Women in retail help one another. We spoke ...
All things to all people
Kiwi retailers share their omnichannel strategies.
How to open a store
Sarah Dunn considers what it would take to ...
Rising stars
Retail's top young achievers.
Delivering on your promises
The sale isn't over until your item is ...
Retail in heartland New Zealand
Retailers keep the regions pumping, but how strong ...
The changing face of retail
Shifting demographics are creating big changes in New ...
The retail yearbook
With the help of experts in the retail ...
Retail rogues
We put the spotlight on staff training. Jai ...
Here come the giants
Topshop has arrived in Auckland’s CBD, David Jones ...
From retail to e-tail
Ecommerce has become part of the way mainstream ...
Loyalty in the digital age
How are retailers maintaining loyalty? Sarah Dunn, Elly ...
Window shopping: A spotlight on social media
Sarah Dunn and Elly Strang look at how ...
The Innovators | In partnership with Spark Business
Technology is rapidly changing the retail industry as ...
 
News

Tricks of the trade: Profile of John MacDonald of Trade Me

The Trade Me marketplace is easily New Zealand’s largest online retailer. Courtney Devereux talks to chief executive Jon Macdonald about the strong community that has ...

 
 
 

Andrea Moore is in liquidation

  • News
  • January 17, 2018
  • Sarah Dunn
Andrea Moore is in liquidation

Less than a year after a successful headline runway show at New Zealand Fashion Week, womenswear label Andrea Moore is in liquidation to the tune of $2.54 million.

Read more
 
Next page
Results for
Topics
Jobs
About us.

The Register provides essential industry news and intelligence, updated daily. And the digital newsletter delivers the latest news to your inbox twice a week — for free!

©2009–2015 Tangible Media. All rights reserved.
Use of this site constitutes acceptance of our Privacy policy.

Advertise
The Register

editor@theregister.co.nz

Content marketing/advertising? Email anita@tangiblemedia.co.nz or call 022 639 3004

View Media Kit

}