New York – Entering the childrenswear market for the first time, underwear brand Oddobody is launching a line for kids. Extending its gender-neutral approach to 2–9-year-olds, the company is aiming to dispel design tropes in the typically gendered category.
Inspired by the Our Bodies, Ourselves movement, Oddobody is applying its gender-fluid mission to its new collection – called Oddokids – which comprises unisex tank tops and underwear made of 100% organic cotton and priced from £13 ($18, €16) to £24 ($32, €28). The collection comes with a pamphlet edited by psychotherapist Rachel E Simon featuring games and activities for kids as well as talking points to help parents broach the topic of bodies with their children.
As the Alpha generation come of age, they’re expecting a higher level of gender-inclusivity in the products they use. Aligning itself with the values of Upskilled Alphas, from our 2021 Innovation Debrief, the Oddokids line shows how retailers can incorporate education into their brand missions.
Strategic opportunity
Gender-neutral toy collections and childrenswear are an easy win for youth brands to help dispel the rigid gender associations ingrained in the industry