Dearest you,
We’re elated and brimming with joy to share with you The Closet Lover’s first ever kids collection! This project is extremely dear to our hearts, and we’re so excited that it’s finally ready to be shared with you!
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Creation
The birth of our kids' collection stems from the cumulation of years of brainstorming.
When our co-founder, Bert, started a family of her own in 2020, she came to a determined decision to produce apparels suitable for kids. She believed that she would have the experience and know-how on how to do so after being a mum herself, coupled with her years of experience with TCL.
After the birth of her first son, Caden, she began work on the collection. TCL has always prioritised and valued the idea of δΊ²εζ - or “affection” - as the crux of our brand and its identity, and we want to continue to bring this feeling to our TCL family, yourself included.
After months of research, design and hard work, we are now ready to introduce TCL’s first ever kids and family collection. We’re passionate about dressing both you and your little ones in pieces that bring comfort, joy and blossom through this collection entitled "Days Together".
Sampling
When selecting the colours of this collection, we were intentional in keeping the palette gender neutral and suitable for everyone. We tested our prints on different fabrics, used different printing methods, and even explored new technology for production - all as part of our journey to produce only the best for our TCL community.
We not only wanted the pieces to look good, but also easy for all mamas and papas to change their little one’s clothing without much hassle. As a mum herself, Bert was able to use her personal experience to incorporate much-needed functional details to the apparels for young ones and their everyday needs.
Comfortable and skin-friendly fabrics were of utmost importance, and just like how we test and wear every single item for our regular adults range, we tested the kids samples on Bert’s young sons, both of whom face eczema issues. We had to make sure that all our pieces were wearable, even the most sensitive little ones! For the men’s items, we roped in Glen, Bert's husband, and the guys on our team to try them out. We are dedicated to sharing pieces that can truly accompany your young ones (and yourself, of course!) through years of growth, joy and adventure.
Production
The selected pieces finally went into production in the 2nd quarter this year!
As this is our first kids collection, there was so much to learn, despite having over 10 years of industry experience. Our factory partners even purchased a machine that detects needles and metal, with every completed apparel scanned by the machine to ensure that the pieces are ultimately safe for the little ones!
Photoshoot
This collection is all about love and family, and built on the desire to expand on the idea of community and relationships. With that in mind, we roped in our families and friends for this photoshoot. TCL is not just a business, but really a community built on the support of our friends, family and customers like yourself. Our hearts are full of gratitude towards our generous sponsors and partners as well - without them, we would not have been able to bring to fruition our final shoot for this collection.
Momiji
Special thanks to Momiji, a furniture brand focused on sharing the legacy of the work of traditional craftsmen, while conceptualising handcrafted children furniture made from rattan, which is a sustainable and durable material. Check out their pieces here.
We’d also like to give a huge shoutout to our creative team, whose hard work made our first every family and kids photoshoot possible. But of course, the biggest credits goes to the families and kids; @jocinaaa, @cherriwong, @magxmcwhorter and our co-founder @bertillawong.
Our team made sure that the kids had fun during the shoot - we provided them with snacks, music and toys. It was indeed a memorable and fruitful experience working with the little ones on set, and putting together the final presentation of this important milestone for TCL.
#KidsByTCL Event
We kickstarted our #KidsByTCL launch with an exclusive closed-door event right at our flagship store, Takashimaya S.C., #B2-40. Media partners and VIP customers were invited to join us at the session where they were able to have a look and feel of the collection, speak to the team and get to understand the inspiration behind this launch.
We gave our store a visual uplift, even setting up a play corner for the little ones whom we were fondly anticipating to come through our doors!
We’d also like to give thanks to our sponsorship partners - each played a part in creating a special gift for our event attendees and an exciting shopping experience with our Gashapon machine.
To have a go at our Gashapon machine, simply purchase 2 or more items (with at least 1 #KidsByTCL item) and you will be able to receive a token from our counter staff! This is a sure-win spin so you will definitely be walking away with merch or vouchers from TCL or any one of our partner brands. This is still happening exclusively at our Takashimaya S.C. outlet, while stocks last so hurry down and shop away with us today!
A glimpse of what our event attendees walked away with in their goodie bags.
Ksisters
Ksisters is a Korean beauty and lifestyle product company founded by Lee Jungmin.
Since becoming a mother, Jungmin aspires to give something special for her two daughters. Understanding that not all Korean products are suitable for Singapore's hot and humid weather, Ksisters carries a wide range of products that are carefully handpicked and curated to best fit every skin types - for you and your little ones.
If you are a fan of Korean products, head over to their page to check out the products that best suits you!
Wunderfood
Tested and loved by many TCL mamas, Wunderfood saves you time on meal prep while still providing healthy, nutritious and affordable food at your convenience. Whether you're a working mum or a stay-home mum, the struggle for meal preparation can be time and effort intensive, and Wunderfood is any mum’s trusted kitchen companion!
Check out their page here.
Saltwater Sandal
Saltwater Sandal - Made for you and your young ones to run in and out of the ocean. Every staple piece is made with 100% leather, combined with rust-proof tongue buckles and the best yet - comes in wide range of timeless colours and designs.
Unisex in design and function, it is the perfect summer essential for you and your family to complete your beach day out.
Check out their page here.
Final Product
As we come to an end to our kids launch preparation, scroll down for more pictures!
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Featuring:
@jocinaaa, her husband Tzu and her daughter Cara.
Featuring:
@cherriwong, and her daughter, Louisa.
Featuring:
@magxmcwhorter, her husband, Johnny, her kids, Naomi, Nate and Nico.
Featuring:
Our co-founder @bertillawong, her husband Glen and her kids, Caden and Caleb.
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As always, we can't wait to see these pieces on rotation, loved by you and your family.
We’ll be sure to continue sharing about this new collection on our socials.
Here's to more Days Together!
With Warmth,
The Closet Lover