SS 2012

A for Apple

A FOR APPLE
Press Release Spring/Summer 2012

After a studious school season, A For Apple goes on spring break, screaming color blocks and putting kids in dazzling bright tones! Colors, being the main focus of this S/S collection, are playfully layered, mixed and contrasted to create “bright with neutral,” “bright with black/white” and “bright on bright” looks, breaking out fascinations of contemporary fun. While Tencel remains the star fabric for the gentle skin of young ones, A For Apple’s 5th collection also highlights the innovative use of a whole new array of exciting materials for kidswear, such as Neoprene that is normally used for wet suits and Scotchguard which is frequently used in adult sportswear.

This season’s signature item is the utility U coat, an extremely versatile piece that can be matched with a variety of other items such as the U overall dress, skirts, shorts and chinos, in solid shades of red, mandarin, oak, etc.

Soft Tencel denim from the past season gained such recognition that it is now available not only in parkas and shirts, but also in to-die-for suit jackets and chic full length shirtdresses. The indigo denim color can be perfectly mixed and matched with the collection’s boldly colored Tencel t-shirts and printed leggings, as well as colorful water-resistant pants, shorts and jackets with Tencel linings for maximum comfort.

Neoprene is utilized to produce colorful bibs that are not only water proof but also functionally over-sized to maximize covering areas. Vibrant visors made from the wet suit material are the perfect accessory for the seasonal outdoor activities. Interestingly, Neoprene is also found in a tuxedo jacket, a sleeveless vest and puffy skirts. Due to popular demand, Tencel organic onesies in seasonal prints remain as collection favorites, while the Ben Biker and Amanda Jumpsuits are made in interesting fabrics, making a comeback in this multicolored season to surprise the lovers of these all-time best-sellers.

Bigger. Brighter. Braver. A For Apple’s 2012 S/S collection is bold, beautiful and simply a blast!

A FOR APPLE
Profile

A FOR APPLE IS A CHILDREN'S CLOTHING LINE DESIGNED FOR FASHION FORWARD KIDS RANGING FROM NEWBORNS TO SIX-YEAR-OLDS. THE LINE CONSISTS OF EDGY BASICS MADE OF THE HIGHEST QUALITY ECO-FRIENDLY MATERIALS AND ORGANIC COTTONS.

Introducing the Hong Kong based fashion duo Denise Ho and Jeffrey Chau, two international, dynamic and accomplished people from the industry. Creative Director, Denise Ho, is an editorial and celebrity fashion stylist with love for modern and wearable clothing. She studied Fashion Design at Rhode Island School of Design (RISD) while Jeffrey Chau, the Business Director has a career in his family-owned children’s apparel manufacturing business.

THE BIRTH OF THE APPLE
The first line focuses on iconography based on elements of the apple. The three key prints for the leggings, Henley t-shirts, and onesies are of apples, abstract looking apple peels, and “A for Apple” graffiti script. Swaying away from loud labels, each garment is branded by a discreet and chic snap with the A for Apple logo on it. This snap will remain as the label’s trademark throughout future collections.

C FOR CONCEPT
A for Apple creates shrunken-down quality clothing that hip parents would want to wear themselves. The company maintains its stance for effortless fashion, producing basic pieces that are not only functional, comfortable and durable, but also easy to layer, and easy to mix and match. A for Apple concentrates on building a fashionable wardrobe for kids with unique unisex pieces.

T FOR TEXTILES
T is also for TENCEL®, a wonderfully smooth, natural and light cellulose fabric made out of Eucalyptus wood. A majority of the line is made out of this material because it feels pleasant on the skin, has high moisture absorption, and can be washed at high temperatures, remaining supple after repeated washings. TENCEL® is chemical free, an important factor for sensitive skin and another asset in comparison to other fibers of a natural origin. According to recent dermatological study (Dermatological study of the textile compatibility of TENCEL®, 2004, Univ.-Prof. Dr. T.L. Diepgen, Heidelberg, Germany), wearing clothing made of TENCEL® significantly improves comfort and promotes a feeling of well being. In addition, The Eucalyptus wood is grown on forest plantations that practice sustainability and the trees only consume 1% of the water, the quantity that is needed to grow cotton. a for apple also uses organic cotton. The company is committed to being environmentally responsible whenever possible, providing premium children’s attire made of the finest eco-friendly materials.

A FOR APPLE
Contact

brand contact
Denise Ho
phone +852 6491 0567
fax +852 2352 0159
email denise@aforapple.net

Jeffrey Chau
phone +852 6628 9921
fax +852 2352 0159
email jeffrey@aforapple.net 

sales contact
Janice Pang
phone +852 3510 7377 
email janice@aforapple.net