Abercrombie Kids launches first gender-neutral collection

By

Robin Driver

Published
Jan 19, 2018

Abercrombie Kids has revealed The Everybody Collection, a unisex selection with a single size system offering key trends across genders. 

The impetus for the collection arose from exchanges with customers, through which the brand learnt that many parents did not want to be restricted to certain styles and colors according to gender when shopping for clothes for their children.
 
A trend that was particularly requested by customers was the multi-hit graphic, which also appears in the new collection on hoodies and long-sleeve tees.

Stacia Andersen, Brand President of Abercrombie & Fitch and Abercrombie Kids, commented “Parents and their kids don’t want to be confined to specific colors and styles, depending on whether shopping for a boy or a girl. Our Everybody Collection is one assortment, in one size run, that covers the trends we are seeing in both color and style.”
 
“We are excited to offer these additional options and are looking forward to building on this initial collection for summer and the back-to-school seasons,” she added.
 
Abercrombie Kids is a division of Abercrombie & Fitch Co. which reported a 5% increase in net revenue to $859.11 million in Q3 2017 and forecasted positive results for the fourth quarter. Along with Abercrombie Kids, which is sold through around 70 stores, the company also runs the lifestyle and apparel brand Hollister Co.
 
Abercrombie Kids’ new gender-neutral collection is part of a worldwide shift in the childrenswear sector, with many brands choosing to abandon strictly separated boys’ and girls’ collections in response to social changes that question the imposition of restrictive traditional gender norms through clothing at a young age.
 
British apparel retailer River Island, for example, launched a gender-neutral kids’ collection last month, while Dutch department store Hema announced in September that it would be removing the labels “boy” and “girl” from its childrenswear department. 

The Everybody Collection will be available from mid-January in Abercrombie Kids stores, as well as through the brand’s e-commerce site, where it will appear on both boys’ and girls’ product pages.