UNTUCKit has found some unlikely success after humble beginnings. The men’s shirt label that began as an e-commerce venture run out of founder Chris Riccobono’s New Jersey bedroom in 2011 now commands 25 stores across the United States and holds the praise of the menswear community. Naturally, the brand expanded its focus to women’s apparel earlier this year, and now is making its signature button-up shirts available to the whole family with the launch of its children’s line.
“Customer feedback plays a large role in our designs and new product lines,” Riccobono says. “We received countless emails over the past couple of years asking us to expand our product offerings to outfit the entire family.”
The idea behind the UNTUCKit kids’ shirts is as remarkably straightforward as its original line: button-up shirts and polos that are the perfect length to be worn untucked. Like with the grown-up line, the kids’ button-up shirts are cut with a contoured hemline that hits at just the right spot for the perfect casual look. And although it seemed like a strange concept to launch a brand around, UNTUCKit’s branding and approach was key to its quick growth. “With the competitive nature of the fashion industry, we found success by solving an everyday problem and filling a void in the market. It is important to think of a unique concept that differentiates your product from anything else on the market,” Riccobono says.
The brand’s design team used similar fabrics and patterns from the adults’ line for the children’s shirts, and worked to ensure the same cut and proportions as UNTUCKit’s signature shirts. But there is one element of the parent line that couldn’t be so easily translated for kids. The original shirts are each named after a wine in homage to Riccobono’s love of the beverage – he ran a wine blog prior to the launch of UNTUCKit. Translating the theme for kids, UNTUCKit chose to name the kids shirts after cheeses. The food and drink-obsessed parent could pair their wine shirt with the perfect accompanying cheese shirt (Riccobono suggests the navy corduroy Chavroux with the Chaintre and the green and navy checked Gouda with the Bonarda), but really the only thing that matters is what styles you and your kids love.
Given the rapid speed at which UNTUCKit has grown its brand, it’s no surprise the label is already planning to expand its children’s offerings to include henleys, shorts and more. Today’s fashion-conscious parents have come to expect the same quality and style for their kids’ clothing as for their own, and so Riccobono believes it only makes sense for brands like UNTUCKit with a strong sense of customer loyalty to expand their scope to more products. “When a consumer learns to love a brand through identifying with their product and appreciating their customer service, they will return to that brand,” Riccobono says. “We have learned from our customers that they appreciate the ease of purchasing clothes for the entire family in one location, particularly when ordering online. If they can complete all of their shopping at once from a brand they like, it makes their lives just a bit easier.”
The children’s line of shirts are now available at UNTUCKit’s online store and 25 locations across the United States. Prices range from $35 to $48. For more apparel brands to suit children and adults like, see the Spring lookbook for new streetwear brand Unauthorized.
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