e a r n i e awa r d w i n n e r s
22
2017
Sleepwear: KicKee Pants
Genderless: Nununu
Far from being a one hit wonder, KicKee Pants has garnered multiple Earnie Awards in the category over the past few years, and for good reason. The company, which celebrated its 10th anniversary this year, continues to adapt and evolve its business. This year was no exception: KicKee Pants expanded its children’s line through size 10, added a collection for women and, this fall, launched an assortment of men’s boxers and T-shirts. “Because KicKee Pants offers six collections per year, consumers always have something new to look forward to,� says Aerin Nicole, CEO, designer and co-owner. While the kids’ lines are fashion-forward and pleasing to parents, quality, comfort and safety are the top priorities. “Our fabrics and prints are unique, and one of the biggest differences between KicKee Pants and our competitors is that we make all of our own bamboo-based fabric,� Nicole says. “This gives us more control over dyeing, printing, manufacturing and overall quality.� The Spring and Fall anniversary collections proved to be KicKee Pants’ most popular offerings in 2017 as voted on by consumers in an online poll via social media. Other hits included the Habitat collection comprised of Dazzling Desert, Tropical Life and Fresh Water designs, and the City of the World collection that kicked off with Paris and Perth (Australia) and will expand to six more cities in 2018. The infant and layette categories, along with toddler blankets, also performed well at retail due to their fanciful patterns and high-quality, cozy fabrics. Additionally, Nicole reports the adult line is off to a strong start, which includes distribution in many children’s stores—particularly those with maternity collections—that are looking to provide items such as matching pajamas for moms and daughters and father and son boxer hookups. The successful new introductions continue to boost the company’s bottom line, showing double-digit growth every year. While the goal is to grow at a reasonable rate, Nicole has big plans for the company going forward. “Our overall goal is to expand to a lifestyle brand by adding more home goods such as sheets, as well as more adult collections,� she says. Along the way, Nicole remains committed to giving back. The KicKee Gives Back initiative, dedicated to the support of families and children in need through fundraising, donation and direct action, remains a key component of the company’s platform. The initiative includes support of major organizations such as March of Dimes, University of California Davis NICU and World Vision, and also extends to community efforts such as emergency relief, Butterfly Babies and NICU support. “Our mission from the start has been to reach out and give back,� she says. “We want to promote a culture of positivity and love by demonstrating these beliefs through our work in local communities and throughout the world.� —J.L.
It all started with some high-quality cotton fabric and an appetite for edgy graphics. Tel Aviv-based Nununu launched in 2008 as a contemporary, comfort-driven line for newborns to tweens. Using a dark color palette to offset prints of skulls, stars and ABC lettering, the brand gained popularity for designs that challenge the bright-andcheery stereotype of childrenswear. Today, Nununu reaches more than 400 retail locations worldwide with the popularity of its genderless offerings increasing each year. According to Shelly Ziv, chief business and brand officer, this year’s collections continue to reflect the brand’s all-inclusive DNA. “It’s about equality and believing a boy and a girl can wear the same thing,� she says. “We do carry some dresses and skirts, but even if a boy wants to wear those, we cheer him on!� Each year, Nununu comes out with an accent color that is used throughout its collections. Inspired by industrial work clothes, this year’s focal hue “dirty blue� was the foundation for a broader theme of “vision�—think graphics of pixelated eyes to lettered vision exams. Additionally, Nununu updated styles with new stitching, varying hemlines and added pockets to entice customers. Bestsellers for boys and girls alike have been loose-fitting pants, as well as a hoodie that includes a ninja-inspired face covering built into the hood. Nununu’s ongoing collaboration with French brand Collgien also produced a see-through silicon sole for a slipper-sock design that has continued to sell well. Coincidentally, while vision was this year’s design muse, Nununu’s clothing is most known for its olfactory experience. The signature scent came about during the manufacturing process—a careful mixture of scents perfected before the first apparel hit shelves. Now the light scent is used as a marketing tactic, creating a subliminal connection with buyers and customers. Ziv says the fragrance typically lasts for two to three washes, adding how customers often ask if they can purchase the scent separately. Another key component of Nununu’s success, Ziv says, is its commitment to develop and maintain strong personal relationships with its retail partners—even with those who might be struggling. “It’s important to keep the dialogue open in order to succeed,� Ziv says. “We always have an ear to our retailers, so we can learn more and invent new ways to please the customer.� –A.J.
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