Colorful, Innovative And Practical Naartjie Kids Clothes

By Harriet Porter


The word naartjie is used by South Africans to refer to a type of citrus fruit with a bright color and sweet taste. Naartjie kids clothes brand was named after this fruit and like the namesake, it is quite unique. The company started off very small in 1989 and it soon began attracting attention. Today it has grown into an international company with stores in the United States and the Middle East as well as all over South Africa. It also has an online presence and its e-commerce sites are expanding.

This brand has a style all its own which is both whimsical and wholesome and current trends are interpreted in kid-friendly ways. Bright fresh colors are used and designs are playful, reflecting the fun and imaginative aspects of childhood. Other key attributes embraced are comfort and practicality.

These garments are made primarily from natural fabrics. Normally fabrics are dyed before the actual cutting and sewing process. However, these garments are made first and then dyed. This is a more expensive process but it offers more vibrant colors and a softer feel. Fabrics are combed and ring-spun for greater softness and durability. Design and construction has the comfort of the children as a prime concern.

Global trends are taken into account in the production of new collections. These are created on a yearly basis. Despite the fact that new designs and prints may be used, care is taken to keep the consistency of the brand.

The range of clothing includes newborn boys and girls and goes up to the age of 10. There are bottoms, tops, sleepwear and swimwear and all the different items can be inter-coordinated. Accessories like shoes, hats and even bags are also created to coordinate with outfits.

Special care is taken with every detail of a garment from design to choice of fabric, stitching, dyeing and washing. As long as garments are cared for correctly, they are durable enough to be worn and even passed on to another child. Instructions for care are attached to each garment and these should be followed to get the most use.

Going to one of the e-commerce sites offers a simple way of purchasing clothing from this brand. Once a particular garment has been selected, the right size can be determined by referring to a sizing chart available on the site. Downloading a foot measuring guide offers a way of determining correct shoe size. Payment can be made by securely via Payfast using internet banking or a credit card.

When the company opened a store at the Victoria and Albert Waterfront in Cape Town in 1992, the brand started attracting the attention of many overseas visitors. It soon had a loyal following that spread all over South Africa and beyond and today has many international customers. The stores, both local and e-stores, are worth visiting on a regular basis to check out the new collections.




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