Auckland-based kids fashion designer Little Flock of Horrors makes merino creations for “little monsters”, as the company describes. They are running a Kickstarter campaign to fund their next collection and “redefine kids clothes with merino”. So far, they have over $4000 from backers but only 11 days to go.
The company is developing a range of kids merino clothing that includes drop-crotch pants, dipped hem shirts, beanies, fingerless gloves, jogging sweats, pocket t-shirts, kimonos and dresses, all made in New Zealand from 100% merino wool.
Little Flock of Horrors was founded by a US/NZ couple, Francis and Lucy Frost, with a snowboarding background. Their goal is to show their designs at the largest kids and childrenswear tradeshow in the US - the ABC Tradeshow in Las Vegas - this coming October.
“The campaign is going great but we haven't met our goal yet and with 11 days left we need everyones help,” says Francis. “Many Kickstarter campaigns are funded in the last week so we have not taken our foot off the pedal of creating awareness.”
The Kickstarter campaign will help them get to that tradeshow and, as they say, “help mums and dads everywhere to kick their kids’ polyester and inferior duds to the kerb, for good”.
Papakura-based Little Flock is producing merino pieces specifically for Kickstarter backers and these pieces will be limited edition, just for this particular campaign. “The brand is not for new zealand at the moment. It is mostly for export because there are so many little merino brands here,” explains Francis.
They want to use the Kickstarter funds to produce a sample set of approximately 70 pieces in a number of different colours, purchase fabric, have a photoshoot, design a lookbook, launch a website and execute a marketing plan.
Their difference, Francis says, is in their honesty. “Our brand is not only different to other merino brands but it is different to all childrenswear brands. As you have probably noticed a core part of our brand message is about being honest. We feel that most brands portray children as Angels when the reality is that although they can be Angels they are often Monsters.”
According to the owners, Little Flock’s childrenswear uses “the best fabric known to man” and does it all “without selling a dream of lollipops and fluffy clouds”.
To find out more about Little Flock of Horrors' Kickstarter campaign, click here.