The Kids Clothing Brand That Promises Super Softness

You can’t go wrong with some threads for Christmas and there’s a new online Japanese kids clothing brand to put on your radar.

HÄP & CRAFT puts comfort first, by using Smile Cotton® in its products. This fabric is carefully manufactured by the highest level craftsmen in Japan and has even got the seal of approval from Japan’s Atopic Dermatitis Patients Association. The cotton is super soft, really comfortable to touch and is recommended for little ones with sensitive skin. HÄP & CRAFT says it feels like touching cotton wool and it won’t stiffen after washing. Seams are deliberately sewn so they can’t cause irritation if they come into contact with the skin and washing instructions are printed on the back, so there are no scratchy labels to cut out.

For mums who rate comfort and quality, this is one label well worth checking out. Once you put these clothes on your little ones, you may find they never want to take them off! It’s good to know the brand also welcomes feedback from its customers about how it can enhance its products, so you can really feel part of the process and know that you’re ordering quality items. We like that the company is also environmentally aware and uses minimal packaging to reduce waste.

T-shirts are priced from $260, with hoodies for under $500 and denim trousers are around $550. The hooded, fleece-lined jacket ($683), which becomes softer the more it’s washed, has caught our eye. The longer length would make it an ideal winter coat, which is both practical and stylish for kids.

Although HÄP & CRAFT is a Japanese brand it now has a warehouse in Hong Kong, which ensures speedy delivery (if you don’t live in Hong Kong, it also ships globally). Shipping fees in Hong Kong are around $70.

 10% off using discount code “2018awsassy”

HÄP & CRAFT, 10-27, Honami-Cho, Suita City, Osaka 564-0042, Japan, +81 66 338 6886, [email protected], www.kids-hapandcraft.com, www.facebook.com/hapandcraft