Tony Melillo will launch an exclusive kids’ unisex ATM T-shirt line in sizes 1 to 5 today. The collection will be launched on ATM’s web site, ATMcollection.com, as well as Barneys New York and barneys.com exclusively for the first three months.
Melillo launched ATM Anthony Thomas Melillo as a T-shirt collection six years ago with Barneys as his exclusive partner.
“They’ve always been the best partners. There was no reason not to do it [with them]. They have the best promotion and know how to display it,” said Melillo.
Melillo is not the first contemporary designer to find success in the children’s wear business. Among the contemporary women’s brands that have children’s wear businesses are Milly, Zimmermann, Acne Studios, DL 1961, Lisa Perry, Kate Spade New York, Ella Moss, Splendid, Little Marc Jacobs, Seven For All Mankind, Habitual and AG Adriano Goldschmied.
The Mother’s Day launch of ATM Anthony Thomas Melillo kids’ will consist of the classic best-selling ATM slub school-boy T body and the long-sleeve destroyed wash slub T-shirt. The line will be unisex and is sized from one year to five years old.
The first drop will be in four colors — pale pink, celery, white and heather gray — and two styles. The company will release two colors or patterns per month. The patterns range from broken stripes to camouflage to leopard prints, all in slub jersey. Retail prices are $45 for the solid and $55 for the print.
For fall, Melillo will add a sweat suit (sweat jacket and sweatpants).
John Totolis, vice president, divisional merchandise manager, men’s tailored clothing, furnishings and children at Barneys New York, said, “We believe the ATM line for kids will perform extremely well. The short sleeve and long sleeve T-shirts are well priced at $45 to $60 and are made of ATM’s signature slub cotton which is known for its unique texture.”
Overall, he said Barneys kids’ business is “very strong and is growing.”
Asked if contemporary lines that branch into kids have an advantage since women know the company, Totolis said, “Whenever a brand has already established themselves in our men’s or women’s business, it helps when they branch out into kids because they already have brand recognition. Especially when the brand has a signature fabric like ATM’s.”
Melillo said his two-year-old son, Max, was the inspiration for the entry into children’s wear.
“I started making him ATM Ts a year ago, and he will absolutely not wearing anything else,” said Melillo.