An Introduction to the brand
That’s Not Fair has been created to give children the opportunity to take the first steps towards revealing their fashion consciousness through innovative clothing that they can style and adapt to suit their own emerging tastes. The emphasis is on introducing desirable clothing to children that encourages their emerging sense of style, and avoiding the defined, childish ‘looks’ and colours that are often found in children’s wear.
Clothing is one of our most personal choices, effecting how we feel about ourselves and how we view and are viewed by the World, and for young, forming personalities fashion can provide the perfect place to experiment with and explore their individuality. We purposefully keep our labelling subtle and minimal to allow the clothes, and the children, to project these choices, appealing to design conscious rather than designer driven parents that are happier for their kids to stand out rather than have their labels hanging out!
In a World where we increasingly search for sustainability, at That’s Not Fair we are consciously creating clothes that are the antithesis of today’s alarming trend for disposable fashion. From sourcing fabrics, to research into traditional tailoring processes, and visiting our factories during production, we are consistently present in every stage of the development of our collections to ensure they are produced in line with our ethos to provide considerate clothing. We believe using the same consideration for processes in children’s wear as you would in adult clothing creates a collection of beauty and practicality, to be enjoyed aesthetically and provide assurance to parents of quality and ethics.
We look to tradition for the inspiration of our designs and also for the sentiment of a time where fine attention to detail and quality were paramount in all areas of design and life, when things were built to last and made to be appreciated and maintained. We take these values and make them resonate in the modern world by adapting them to today’s child, using customary colours like pink for girls and blue for boys to line blazers and bind seams rather than as a focal colour for a garment. These tailoring techniques give all our pieces the luxurious quality that is found in traditional couture within a design that transfers to contemporary life. And importantly we are able to offer this luxury and craftsmanship to everybody, by not implementing a ‘designer’ mark up to pricing that makes many families feel compromised when shopping for their child’s clothing.