Having a baby changes everything — or at least it has for the Faherty brand.
Cofounder Alex Faherty, who created the label with his twin brother Mike in 2013, recently had a daughter and her birth sparked the creation of a children’s collection.
The 17-piece line, which will have the same relaxed, lived-in aesthetic as the brand’s main men’s and women’s collection, will launch in June on the company’s web site and at its six stores. It will include faded prints on surf ponchos, swim trunks, T-shirts, woven shirts, dresses and sherpa-lined baby blankets. The line, for boys and girls aged two to six, will retail for $34 to $98.
The inspiration for the collection was sparked by the birth of Alex and Kerry Faherty’s daughter, Ava, who is now 11 months old. (Kerry serves as the company’s president.)
“I’ve been excited to design a children’s line since baby Ava was born,” said Ashley Wood, head designer for Faherty women and children. “I handmade baby Ava a tiny Faherty poncho as a gift, and it turned out so cute that I was quickly told by the team I’d have to design a full kids’ line now. It’s been fun miniaturizing our favorite styles into kid sizes and having the freedom to create more playful bodies and prints.”
Faherty was launched when the twins decided to leave their positions in private equity — Alex — and at Ralph Lauren — Mike — to launch a collection of apparel that would speak to their love of the outdoors. The brand now has six retail locations in New York, Massachusetts and California.