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DKNY Kids

The New York label returns to its roots with a limited edition collection

Celebrating its 20th anniversary this year, DKNY Kids has unveiled limited edition pieces for autumn 09 as it looks to increase its presence in UK independent retailers.

The brand, which caters for boys and girls aged between newborn to 16 years, pays tribute to its New York roots with a collection of specially commissioned, urban-inspired styles. Fitted and studded leather jackets from £100 are teamed with printed T-shirts featuring snapshots of New York from £10.50, and can be worn with classic canvas trainers in black or white for £25. A predominantly red and black colour palette adds to the rock ‘n’ roll story.

Elsewhere, the autumn 09 mini-me collection takes inspiration from rock singers Debbie Harry and Patti Smith in girlswear, with chunky exposed zips on knitwear, skinny trousers, puff-sleeved flannel shirts and studded necklines on tops and dresses. On the softer side are floral-print blouses and warm pinks and browns on pretty metallic dresses and pleated skirts, while floaty tunics over flared jeans nod to the 1970s. Lurex yarns and sequin trims add grown-up glamour to tops and dresses. Outerwear is perhaps the strongest category, ranging from wool trapeze coats, lightweight jackets with faux-fur collars, to duffle coats. Casualwear includes velour trousers and hoodies.

There are fewer pieces in the boys’ range, but the look also takes its direction from the music scene. T-shirt graphics feature concert posters and guitars, while herringbone cargo pants, combat trousers and jeans complete the look. Jersey tops sit under zip-up jackets, cardigans and hoodies, while smarter shirt options come in plaid. As with girlswear, outerwear stands out, with nylon padded parkas, wool coats and fleece-lined nylon windbreakers.

DKNY Kids, which is licensed by French kidswear giant Children Worldwide Fashions (CWF), is stocked in 85 UK independent and department stores, but CWF UK managing director Kevin Thompson has ambitious plans to grow the label’s UK presence. “I feel [DKNY Kids] has the potential to grow to 100 [UK stockists] in the coming year; this is something we will focus our efforts on,” he explains.

“DKNY is a strong international brand that has stood the test of time in kidswear. It also occupies a fairly unique position in the market in that sales are split close to 50/50 girls’ versus boys’ wear. Spring 10 will see the continuation of the mini me concept that was introduced in autumn 09 and draws direct inspiration from the adult ranges in both women’s and men’s wear.”

Essentials

85 Number of DKNY Kids’ UK stockists
350 Number of pieces in the collection
£9 Entry price point for DKNY Kids

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