It’s new, it’s launching  in May, it’s for boys 4 to 11 years old, it’s a mix of cool hoodies/easy wear corduroy jackets/trousers that are “as happy at the skate park or the beach” and it’s called ABC123me. ..
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The brand has just been created by Luisa Rowland, a British mother of twins (1 girl, 1 boy) who lives in London. Luisa says she always struggled to find clothes that weren’t heavily branded, that were suitable for different occasions (including formal) that her son would wear, that were also easy-care.
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Because she loves the Californian way of dressing – mixing and matching relaxed clothing with formal, Luisa threw everything in the pot and made her own thing – with lots of talent! The result is a blend of sartorial touch and relaxed pieces, stylish, easy to wear and to look after, adapted to today’s life..
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The first collection has been  produced in Portugal and will launch at Bubble London in July and ENK New York in August.
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Check out the cooooool website,  the limited edition skate T shirts feature two of skating’s brightest stars, Mikey Taylor and Mike ‘Lizard King’ Plum, coming from a collaboration with cult skate photographer and skater Aaron Smith. And check also the limited edition ‘I Love London’ T shirt is by author and Illustrator Zebedee Helm.

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