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Amamaya 5 Brands to watch
CWB editor Laura Turner selects the must-have collections to get in store.


Launched last year, Amamaya Clothing offers childrenswear designed for the great outdoors. Specialising in base layers and hats, this UK brand uses 100 per cent merino wool combined with child-friendly features like hidden seams and longer material in the body. Collection highlights include UK-manufactured merino wool hats for 0-12 years available in four bright colourways and knitted in a double layer with seamless technology to ensure comfort. Merino base layers, meanwhile, offer a child-specific design in four colourways for 1-12 years. New for a/w 17-18 is a merino wool seamless hoody, gloves in a choice of two styles and a snood.


US Polo Assn 5 Brands to watch


U.S. Polo Assn. products are authentic and officially sanctioned by the United States Polo Association, the governing body for the sport of polo in the United States since 1890. Currently, the childrenswear collection caters for boys aged 3-15 years, with baby and girlswear set to enter the UK market in the future. Expect classically styled, high-quality casualwear and accessories in a wide range of colour options inspired by polo clubs around the globe. Key pieces include T-shirts, polos, sweatshirts, sweat shorts, hoodies, joggers, and swim shorts. Brand Machine Group is the chosen official global partner for U.S. Polo Assn. childrenswear.


Mabli 5 Brands to watch


Last year, following a relocation from London to the edge of the Brecon Beacons, women’s knit designer Lisa Roberts launched children’s brand, Mabli. Catering for 0-12 years, the label mixes practicality with luxury, specialising in extra fine, 100 per cent merino wool knits and cotton knee-high socks. Mabli’s look is a mixture of vintage-inspired designs combined with modern fits and practical details. Welsh tapestry is, and will remain, a core design inspiration. Alongside the a/w collection of machine-washable merino wool knitwear, the brand is launching its first spring knits offer for s/s 18 using fine pima cotton and linen.


Little Knittle 5 Brands to watch


Established in December 2016, Little Knittle offers luxury knitwear for 0-5 years. The unisex product range comprises jumpers, cardigans, scarves, hats and baby blankets in 100 per cent lambswool. Little Knittle is made in a small, family-owned factory in the Scottish Borders, one of only a few remaining that still uses traditional knitwear manufacturing techniques. Everything is handmade on vintage looms before being pieced together and finished by hand, with this ‘hand framing’ process creating a chunky, textural knit. Style-wise, the brand mixes classic designs with modern twists, with textured stitches, contrast details and colours being key.


Farah 5 Brands to watch


Amid Brand Machine Group’s portfolio of global licensed childrenswear brands is the Farah collection for boys aged 2-15 years. Offering timeless styles blended with fashion forward, trend-led pieces, highlights include outwear, shirts, sweats, polos, T-shirts, trousers and denim. Embodying Farah’s DNA and menswear influences, the boys’ collection has its own, distinct ‘junior identity’ designed to engage a younger generation. Utlising colour, pattern, detail and fabrication in an upbeat manner, the collection embraces effortless, easy-to-assemble looks, which are neither over-styled nor over-complicated.



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