Hi! First I am going to tell you a bit about our brand, and then a bit about myself

• We believe that all kids should feel comfortable and confident in the clothes they wear.
• We believe that all colours are for all kids because clothes and colour have no gender.
• We believe in clothes made well enough to be handed down.
• We believe in colourful classics over fading trends.
• We believe in super soft fabrics that feel like a warm hug
• We believe in label and logo free clothing allowing kids to be their best selves and shine from within

We couldn’t find clothes that aligned with our beliefs so we decided to make our own. Welcome to kid & hue.

No logos, no labels, no limits. Just simple, super soft kids clothing in a rainbow of colours. Find your own hue.

And now, a bit about the face behind the brand. My name is Rakhi Popat and kid & hue has been my passion project for the last 6 months or so. As a mum of two kids and the chief of shopping in our household, I’ve struggled with shopping for my fast growing kids. I generally have found both the in store and online shopping experience to be more complex than it needs to be. In summary the challenges/ problems that I have personally experienced while shopping for my own kids or shopping for gifts that are kids clothing

Highly Gendered kids clothes- Blue for boys and pink for girls. Slimmer cuts and shorter shorts for girls compared to boys

Poor quality – Clothes that don’t last multiple washes and the active lifestyles of kids

Trend focused – Logos/ Slogans/ Sequins culture -The fancier the clothes the higher the cost

Not functional/ made for all kids – From fake pockets to drawstrings , to scratchy labels/fabrics, everyday kids clothes just don’t cater to the needs of all kids (not sensory friendly)

The Solution

Kid & Hue – A direct to consumer  e-commerce inclusive kids clothing brand  focusing on the following

Classic styles made for all kids- Joggers, Hoodies, Tees, Leggings, shorts (in lengths that make sense), Dresses, pyjamas

Colours- A rainbow of solid colours and timeless patterns (stripes, dots, hearts)

Fabrics- Soft as a cloud

Design- No labels, no logos, flat seams, encourage independent dressing

Seamless online shopping experience – User friendly website with unique features to streamline the shopping experience for busy parents

A go-to brand that parents can return to year after year to shop for their kids, merely size up in your favourite classics.

We will be launching with ages 2-10 years old

Where will your money go?

All funds raised will go toward

Manufacturing costs of our first collection. We are working with an Australian based agent with an office in Shanghai and have sourced an ethical manufacturer with small minimum order quantities. Quality control will be to the strictest of standards.

Our website. We aim to build a simple website that is easy to navigate but with unique features to assist busy parents and loyal customers

Sustainability initiative

At the heart of our business model lies sustainability. This is evident in our timeless over trendy ethos. As a start our packaging will all be eco friendly bio degradable packaging. We aim to make conscious fabric choices and are working on this process currently with our manufacturer. Our business model lends itself to well made hand me down clothing that can be handed down between genders and therefore contributing to our sustainability efforts.

Giving Back

We would love to give back to our communities and are currently researching initiatives we would like to support going forward. Profit with a purpose is our thing!!

Launch Date

Our launch date is scheduled for 2022. Exact dates will be communicated closer to launch and we hope to keep you updated every step of the way.