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Designer Lindsay Degen is quickly becoming known for her handmade crafty knits, lingerie and loungewear under the Degen label. She is now embarking in a new direction: a line of baby apparel, socks and hats called babyDegen.
The 30-piece collection for tots, which launched on babydegen.com this month, features Degen’s classic knit elements and stylized designs in a bright and fun color palette. The styles, which include hand-knit separates, onesies and socks in cotton, merino wool and cashmere, are made in America.
Key mix-and-match items include a soft pink and blue multicolor sweater adorned with “evil eyes,” checkered footed leggings in bright orange and green, light blue leggings with navy and red polka dots, and an oversize ski cap with a playful pom-pom at the top.
Degen described her baby wear designs as “bright and happy but also utilitarian and easy to wear.”
“My main mission is to keep the ‘cute’ in children’s wear. I feel like the market has a lot of baby clothes that are children’s-sized adult clothes. The clothes are all kind of neutral and have drape that doesn’t really allow children to move and play like children do. I think clothes inspire creativity in the wearer and dressing babies in bright colors inspires happiness around the baby, therefore making the baby more happy. Babies need to be smiled at. Why not keep them cute?” said Degen.
Suggested retail will range from $65 to $300, with sweaters starting at $90 and little sweatpants at $70. Sizes are 3, 6, 12, 18 and 24 months. BabyDegen patterns will be available for purchase on the e-commerce site.
“Everything is mostly knitted although there is a cut-and-sew T-shirt component, as well as a woven pant and diaper cover,” Degen explained. “I loved the checkered pattern as well as denim and had to integrate it in the line for more options.…This first collection is geared towards fall, winter and early spring, and is available immediately.
“In January, I will release a proper fall-winter line with the correct lead time for a larger production run. I hope to hit more key retail points at that time while still maintaining a healthy online business. Direct-to-consumer is something I love because I can get direct feedback on the product. I get to see moms’ and dads’ and grandparents’ reactions more clearly.”
Wholesale sales projection the first full year is $250,000.