Scan Magazine | Children of Denmark | Seeds
Seeds is keeping up with the rapidly changing trends within tween and teen fashion by sourcing the newest trends from all over the world.
Keeping up with the tweens Anyone who has children aged eight to 16 knows that tweens are far from being behind in the world of fashion. On the contrary, inspired by social media, friends and celebrities, they know exactly what they want. So does Seeds, Denmark’s largest chain of independent kids’ and tweens’ wear stores. By Signe Hansen | Photos: Seeds
With decades of experience within the kids’ and tweens’ wear sector and 16 stores all over Denmark, Seeds has proven to be at the forefront of the rapidly changing trends within tween and teen fashion. “With the tweens and teens especially, we work a lot with express orders to be able to meet the changing trends. For our next catalogue, for instance, which is out in April, we are still collecting the very last bits. We want to present the absolute latest within the sector as well as a range of basic items,” says director Flemming Jensen. “We can 46 | Issue 86 | March 2016
do this because we have strong collaborations with a wide range of the world’s best children’s wear manufacturers, and price wise we present a very wide spectrum of brands produced all over the world.” Seeds publishes three catalogues yearly, distributed door to door in the 16 towns and cities where stores are located, and shoppers are always met by new collections and items. The collections include a broad mix of styles, ages and usages. Some pieces adhere to the more func-
tional demands of the parents of younger tweens, while other items appeal more to fashion-savvy teens who visit the stores on their own. “The young teenagers are at least as fashion-conscious as their adult counterparts, if not more. And obviously, at that age, the parents don’t have a lot of say, and that goes for the boys as well as the girls – they are not far behind,” stresses Jensen. “Of course, for the younger kids it’s still the parents that get to decide, and for them there’s a strong focus on functionality, especially for outdoor wear, which we also meet. But then when it comes to teens, we have to accept that functionality goes out the window for fashion.” For more information, please visit: www.seeds.dk
Promoting Brand Scandinavia. Featuring interview with Danish actor Ulrich Thomsen.