New trend in American children's clothing: Streetwear is popular

As sales of children's clothing in the United States grow faster than those of adults, brands are developing streetwear styles for children.

According to market analysis firm Mordor Intelligence, sales of the U.S. children's clothing market were approximately $40 billion in 2021. Another research company, Euromonitor , said that the U.S. children's clothing industry will also grow faster than men's and women's clothing in 2021 .

In the past, parents would consider comfort first when buying clothes for their children, but in the past two years, streetwear is gaining attention from American parents and brands.

In 2021, fashion streetwear brands such as Fear of God, Off White and Ssence all released children's clothing for the first time . Before that, they only sold adult clothing . At the same time, streetwear styles are becoming more and more popular among traditional children's clothing retailers . For example, OshKosh B'gosh, a well-known American children's clothing brand, has cooperated with the clothing fashion brand Kith to launch a series of trendy children's clothing .

On the second-hand platform StockX, the transaction volume of children's streetwear and sneakers increased by 150% year-on-year, exceeding the growth rate of adults. Some popular styles are traded at prices several times or even higher than the official price. Some brands are also trying to increase the prices of newly released children's styles .

Although children's streetwear is not new, it has been sought after and even hyped in the past two years. The main reason is that the younger generation of parents were influenced by streetwear culture when they grew up, and now they are also considering buying related clothing for their children. Industry experts said: "There is a strong correlation between what people buy for themselves and what they buy for their children."

In addition, unisex children's clothing is also on the rise. Online children's clothing brand Dopple said that unisex clothing is becoming more and more popular among parents. For sellers, this also means that a piece of clothing can be sold to both boys and girls. In addition to Dopple, many traditional American retailers launched unisex children's styles last year.

The younger generation of parents tend to be more open-minded and more receptive to new things. Their consumption habits will also have an impact on their children, and traditional children's products are no exception.

Children's Wear

USA

Streetwear