FAHERTY TO DEBUT CHILDREN’S LINE IN JUNE

Casual lifestyle fashion brand Faherty will debut its first-ever children’s collection online and in Faherty retail stores this June.

The 17-piece children’s collection will feature the brand’s signature sun faded prints and classic styles, including surf ponchos, swim trunks, t-shirts, woven shirts, several dresses and a line of soft sherpa lined baby blankets (MSRP $34 – 98).

The inspiration for the collection was sparked by the birth of Alex and Kerry Faherty’s first daughter, Ava, now 11 months old. “I’ve been excited to design a children’s line since baby Ava was born,” said Ashley Wood, head designer for Faherty’s women’s and children’s lines. “I handmade baby Ava a tiny Faherty poncho as a gift, and it turned out so cute that I was quickly told by the team I’d have to design a full kids line now. It’s been fun miniaturizing our favorite styles into kid sizes and having the freedom to create more playful bodies and prints.”

Faherty customers have requested a children’s line since the brand launched four years ago, which gives the team confidence that consumers will respond positively to the collection for years to come. “We are a family-owned and run business” added Faherty president, Kerry Faherty, “so it’s exciting to design clothes for the entire family now. I wear our clothes, my mom wears our clothes, and now my daughter and my friends’ kids can wear them, too.”

Starting in June, the children’s collection (size 2- 6 years old) will be sold on fahertybrand.com and in all six Faherty retail locations (Soho, Nantucket, Malibu, Newport Beach, Boston and West Village).