ImagesMagUK_Digital_Edition_Feb18

BRAND PROFILE www.images-magazine.com 24 images FEBRUARY 2018 Soft tri-blends and fashion-led styles dominate the new kidswear collection from Bella + Canvas A fter two years of planning, research and design, Bella + Canvas launched its brand new childrenswear collection in January 2018. The modern, fresh range is far removed from traditional baby pink and baby blue numbers, and offers kids the chance to wear tri-blend tees in shades such as olive and all-in-ones in heather tones. Bella + Canvas began more than 30 years ago when founders Danny Harris and Marco DeGeorge began screen printing after leaving high school in the US. The pair quickly realised there was a gap in the market for garments that had a fashion fit and quality, rather than the basic promo styles they were printing on. Believing other screen printers were facing the same demand for more retail-inspired styles, they set to work creating their first collection. It was a hunch that has paid off, with Bella + Canvas now the number two wholesale clothing company in the US after Gildan, according to San Ferdinand, who runs the brand's European sales and marketing operation. The screen printing background of its founders has had a strong influence on the brand's approach. Printing guidelines are always included in all the brand's catalogues and online, and the team makes a point of not only testing decorations garments in-house, but also getting all its garments tested by working printers. "We want to make sure our styles really work for our customers," explains San. Building relationships Although Bella + Canvas products are only available through distributors, the company has worked hard to establish good relationships with both printers and the end users. "We've made a conscious effort to speak to them and constantly stay in touch and find out what they're buying, where it's going, who it's going to, and we use that information when creating a collection. Otherwise, you're going in blind. We'd rather not guess, we'd rather sit down with decorators and their customers and say, 'What do you think?' It's important to build a relationship and find out what's going on in the market." It's this approach that led to the new kidswear collection. The company previously offered just three pieces for babies, all in a ribbed fabric. While it did well, the older style fabric didn't fit with the rest of the brand's on-trend styles. "What we decided to do was to relaunch our kids collection, but not only do babywear, but add in a toddler and youth story as well, and base the new styles on our best- selling adult styles," San comments. The company carried out extensive research to ensure the range they launched would have maximum appeal to the end user. "We talked to our biggest customers globally to find out their thoughts and ideas, and we looked at what's going on in retail: what's selling, what colours, what fabrics, what styles. We wanted to keep it high end, and that's what we've done." The new collection ranges from the Baby Jersey Short Sleeve One Piece (100B) in 100% cotton (ringspun and combed, like all the cotton the brand uses) to the Youth Flowy Racerback Tank (8800Y). (See ‘The Bella + Canvas Kids collection’ for full list of garments.) The company's bestselling adults’ style, the Unisex Jersey Short Sleeve Tee (3001), provided the basis for three of the tees, while the Unisex Triblend Short Sleeve Tee inspired the three tri-blend designs, which are made from combed, ringspun cotton, polyester and viscose. "It's our number two best-selling fabric in the adult market. Nobody has that for children," advises San. "We've had a really good response because it's just so soft." Agrown-up approach to kidswear The new Youth Triblend Short Sleeve Tee in retail- influenced shades