Your tots will be the coolest kids on the playground once they get their tiny hands on threads from Little Ruler. That’s because Little Ruler, a two-year-old clothing company, is bringing the “skater chic” trend to kids clothes.? Shy of getting a nose ring or trendy fauxhawk, Little Ruler will take your tot from plain to punk (albeit a very cute punk!) with their refreshing new take on kids wear that’s anything but boring.
Founded in September 2004 by ?80s skateboard legend Jeff Kendall and his wife Maureen, Little Ruler was inspired in part by Jeff?s former profession, but also by the birth of their two sons, Cole, 5 and Parker, 3. They could never find cool and hip clothes that were kid-friendly, and set out to do something about it.? Jeff used his senior marketing position at NHS, a Northern California skateboard, snowboard and surfboard manufacturer, to custom-print some one-pieces and junior t-shirts with cool brand logos. Other people soon took notice, especially older skaters and skate fans with young children of their own who wanted to pass on their passion for the sport to their kids.
But Little Ruler has become a phenomenon not just inside the skating community, but outside as well. The trend was quickly grabbed by the media and Hollywood celebrities alike. The San Jose Mercury News crowned the brand its ?Find of the Week,? its punk styles have graced the pages of parenting and entertainment magazines, and ?Access Hollywood? spotlighted its rising popularity among the celebrity mom set. Little Ruler is Angelina Jolie?s ?favorite fashion line,? for dressing her kids Maddox and Zahara, and new moms Britney Spears, Jennifer Garner and Gwen Stefani, as well as new dad Jason Lee, have also embraced the brand for its ?edgy style with attitude.?
Based in San Jose, CA, the brand has grown exponentially since its launch, and the product line now includes fifteen licensed brands, including tops names like Independent Trucks, Santa Cruz Skateboards, Skateboarding Is Not A Crime, Nor Cal and Thrasher Magazine, and nearly as many punk bands, including The Ramones, Green Day, Vandals and Social Distortion. Most of what they carry is licensed exclusively to them, and has never been available in infant and toddler sizes before. Using only soft premium cotton, and 50/50 blends for its outerwear, Little Ruler offers a range of tees, onesies, jackets, shoes and headwear for your little one. True to its skater-punk roots, the colors tend toward black, grey, navy and red. For girls, the company is venturing into a more sporty color range including olive, lavender and pink. The price point certainly hues to a punk sensibility: $14 for one-piece items up to $28 for hooded sweatshirts. Sold primarily in their online store, Little Ruler is also available through select skate/surf shops in Northern California, Virginia Beach, Virginia, and abroad in Belgium.
www.littleruler.com
