Farfetch and New Guards debut There Was One Kids children’s line

Luxury e-tail giant Farfetch has launched There was One Kids on its platform just a week after it announced the debut of activewear under the now-fast-growing label.

The brand, a joint effort between Farfetch and its branded New Guards Group business, has come up with “playful and colourful pieces” with sizes ranging from 4 to 10 years old. And despite the ultra-luxury pricing of some Farfetch and New Guards output, its prices are more in the affordable premium segment, ranging from £45 to £110.

Items are made from “long-lasting, responsible materials, such as certified organic cotton” with the collection sticking to TWO’s “overarching theme of elevated staples”, and each piece “carefully designed to coordinate with the rest of the collection”.

It’s the first kidswear offer from the TWO brand and includes brightly coloured knitwear, graphic T-shirts, hoodies, and TWO branded raincoats.

The companies said that “TWO was created with customers’ needs in mind, drawing together data-driven insights on what customers search for, and combining this insight with fashion-forward, elevated designs and materials”.

That’s a claim increasingly made by companies as they launch new lines with intensive data analysis offering deep insight into just what’s likely to resonate with shoppers.

Farfetch said it has been seeing “a strong growth trend” in the kidswear category, which is the rationale behind the launch.

Chiara Gatti, Senior Head of Category Management & NGG Digital Brands, Farfetch said: “Since its launch, There Was One has become the brand of choice for a conscious consumer who values quality and longevity from their favourite wardrobe staples. We look to identify the needs of our customers, and translate these into our new collections. This is why we decided to launch There Was One Kids. I am so delighted to be launching the collection that is perfect as we move into the spring season.”