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If you’ve ever felt envious of North West’s or Blue Ivy’s pint-size designer wardrobes, Hypebeast has a new blog for you.
The style site that specializes in all things streetwear has launched a new vertical specifically for the 10-and-under crowd called Hypekids, adding to its repertoire of websites, which also includes the female-centric streetwear vertical Hypebae.
The endeavor is presented in partnership with Kids’ Foot Locker and will feature curated content relating not just to apparel and footwear but also toys and accessories — from designer strollers to Mercedes Benz “single-seater” toy cars. (We’d highly recommend the Instagram account, which is crawling with photos of kids who are definitely cooler than you.)
Hypebeast has been churning out kid-related content for the past couple years, with recurring “#hypebeastkids” articles, but the new site is the first dedicated space for parents looking to make sure their kids are the coolest tots on the playground.
The market for childrenswear has exploded recently, with luxury fashion houses like Gucci, Balmain, Givenchy and more launching children’s apparel and accessories collections that are more high-fashion and less Gymboree. Elie Saab and Balenciaga both had children accompany the adult models on the catwalk for their recent runway shows. Even contemporary brands like The Reformation are trying their hand at kidswear.
Meanwhile, Kim Kardashian and Kanye West are using their own spawn as models for their Kids Supply clothing line, which stocks small-scale versions of West’s Yeezy sneakers and Kardashian’s favorite wardrobe staple, the silk slip dress.
Gotta start ’em young, right?
A post shared by hypekids (@hypekids) on
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