Little Starters seeking US$20,000 kickstart

Hong Kong children’s fashion startup Little Starters is using crowdfunding campaign Kickstarter to finance international expansion and growth of its basics collection.

Founded by best friends Leisia Tsang and Ellen Ogren, the brand offers seasonal and monthly deliveries through a bespoke subscription concept. Clothes are hand-picked and delivered to customers’ doors on an ongoing basis. There is also a core collection year-round for customers wanting to buy individual basics in key colorways and prints.

“After more than a decade working with fashion brands all over the map, we began to feel the
repercussions a busy lifestyle has on one’s time for friends and family,” says Tsang. “This is when we saw an opportunity in children’s fashion.”

Ogren says Little Starters designs and produces “casual-cool” clothing in sizes for newborns up to four years old. “We use only super-soft fabrics that are kind on skin, responsibly sourced and free of dangerous chemicals.”

Shoppers complete a style quiz at the website to determine their tastes for their children’s clothes.

Based on this, the Little Starters team personalises seven mix-and-match pieces for delivery, and shoppers have three options for delivery frequencies.

For each subsequent delivery, the clothing sizes increase to keep up with the growing children. After each delivery, shoppers have seven days to decide what to keep. Returns are simple and free. If the entire box is kept, thre is a 20 per cent discount.

Little Starters has set out to raise US$20,000 on Kickstarter by January 11.