Gotta Love those Swedes

My friend Anne-Marie just told me about this Swedish kids' clothing line, POP that has recently come stateside. I love it--especially the sales. And I love their manifesto on why, in addition to boys and girls, they provide a unisex line. "Our unisex collection (UNI) consists of clothing that is based on situation and function rather than on gender. As a clothing manufacturer, we want to make it our responsibility to offer an alternative to clothing that is based on gender. There is really no reason to design different models and fits for small boys and girls since there is no great difference in the way their bodies are shaped. We have taken an overall approach to unisex clothing, and consider not only color but also pattern and fit. We primarily want to offer children and parents freedom of choice. Each collection is first planned based on the UNI concept, after which we develop clothes that are more gender oriented."

POP. I'd call it WOW.

They've got newborn, infant, kids 6-11.....Here's their Girls 2-6 line. I'm digging the patterns and colors and especially that lime green. And the unisex 2-6.