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Brandwatch: Ruff and Huddle

From the streets of London comes a boyswear brand with attitude, writes Graeme Moran.

THE BASICS

Wholesale prices £8 for a T-shirt to £35 for a jacket

Website www.ruffandhuddle.co.uk

Telephone 07894 942414

Standing out in the kidswear market can be difficult, but new boyswear brand Ruff and Huddle has achieved it with its take on streetwear for juniors. You won’t find any baby blues or cute woodland animals here.

“Our brand is advanced basics finished with an adult feel,” says co-founder and sales director James Suckling, who set up Ruff and Huddle with his partner Lucy Brice. “It’s for parents who have their own unique style and don’t want the same gear on their children that everyone else has.”

Named after the nicknames of the couple’s two children, Rufus and Hudson, the brand started life in 2012 as a T-shirt range sold from a stall at London’s Spitalfields Market, but opened its wholesale books for autumn 13 and will be stocked at the likes of Selfridges and kidswear stores Felix & Lily’s in Islington and Little Monsters in Camden.

The spring 14 collection includes jackets (wholesaling at £20.30) and dungarees (£16) in a hardy camouflage Oxford cotton fabric, as well as sweatshirts (£10) in reversed loopback jersey that feels soft against the skin. Wovens feature as checkerboard printed shirt and short twin sets (£12.96 for each item). Signature graphic T-shirts (£8.15) are also key, created in collaboration with a range of artists.

“The popularity of streetwear is by no means limited to menswear and womenswear,” says Jessica King, childrenswear buyer at Selfridges. “Ruff and Huddle is a great example of a brand that is doing it really cleverly, retaining an identifiable aesthetic and keeping to a competitive price point.”

Vonda Norman, partner at Felix & Lily’s, agrees. “Boys’ labels are tough to find and this one is long overdue, it fills a huge gap in the market,” she says. “It’s hard to find labels that are cool and edgy yet easy for children to wear, so this label is a dream come true.”

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