Kim Kardashian and Kanye West, married celebrities, have a new joint venture that combines their fashion talents with their firsthand knowledge of infant humans. It’s a children’s clothing line called the Kids Supply, which after many months of teasing, finally goes live today (May 5).
Among its offerings are basics that satisfy the first rule of childrenswear now: If it doesn’t stretch, kids are probably not going to wear it. There are graphic sweatpants, sweatshirts, and simple t-shirts. But this being a line by Kim and Kanye, it also includes more fashion-centric items, such as an embroidered sleeveless black dress, a reversible silk bomber featuring a map of Calabasas—the Kardashians’ California home town—and even tiny pink and black chokers.
Those chokers, in particular, seem to have struck a chord for the couple’s detractors. “Chokers for kids?” one Instagram commenter asked incredulously. “Instead of choking your kids just let this choker do it for you,” another said.
A few pieces look like clothes Kim and Kanye themselves might be spotted in, and don’t come cheap for childrenswear. A woodland-camo sweatshirt and sweatpant set costs $125. The silk dresses are $125, and the bomber is $240. Chokers are $22, in case you’re in the market for one.
Pricey clothes for mini-adults do have a customer base. A growing segment of the childrenswear market is focused on high-end clothes replicating grown-up fashion, including brands such as Burberry, Moncler, and Dolce & Gabbana.
When Kardashian announced the launch of the Kids Supply on Twitter yesterday, she said that she and West were already making almost all of the clothes worn by their young children, North and Saint. “All of my friends would ask where we get our kids clothes,” she wrote in a separate tweet, “so now they will be available!”