In a world saturated with limited clothing options for young girls—often characterized by short, tight fits and pastel colors—one mother decided it was time for a change. Enter Emma Johnson, the visionary behind the brand “Girls Can Be.” Frustrated by the overwhelming prevalence of frilly, overly embellished outfits, Emma was inspired by her daughter Sophie and her niece Lily, who craved clothing that was practical and free from unnecessary decorations. Their preferences? Outfits without bows or sparkles, designed for active play like climbing trees and building with LEGO.
When Emma couldn’t find suitable apparel in stores, she took matters into her own hands. She gathered clothes from ten major retailers, aimed at children of similar age and size, and conducted a thorough analysis of the measurements. Her findings were startling: girls’ shirts were consistently one to three inches slimmer, with shorter sleeves, and the shorts were significantly shorter—often just a third of the length of boys’ options.
Some might argue that this difference in sizing is due to boys being larger, but that simply isn’t the case. According to KidsHealth.Org, girls tend to be taller than boys until about age nine, as they enter puberty earlier. Reflecting on her own childhood, Emma recalls being a tomboy herself, engaging in outdoor activities while donning the limited selection of short shorts and glittery tops available even in the 70s.
“We believe that girls and boys share more similarities than differences,” Emma explains. “Every child has diverse interests, from dinosaurs to ballet, and their clothing should reflect their unique personalities.”
In 2015, Emma, alongside her siblings, launched Girls Can Be, focusing on providing an “in-the-middle” fit for girls. The collection features a diverse array of colors and styles that move away from traditional princess motifs and instead highlight the interests of young girls.
The response was overwhelmingly positive. The initial launch sold out almost immediately, leaving Emma and her team scrambling to restock. “Parents are clearly seeking clothing that challenges gender norms and offers girls a wider array of choices than what’s typically found in the mainstream market,” Emma noted.
What lies ahead for this innovative brand? “We have an extensive wish list for new styles we want to introduce, especially swimsuits and pajamas that fit our signature ‘in-the-middle’ design,” Emma stated with enthusiasm. “You can expect even more options for not-so-short shorts next summer.”
Stay tuned for what’s next in the world of children’s fashion, where individuality meets functionality. For additional insights on related topics, you can check out this article on fertility boosters for men here. Also, if you’re navigating the complexities of home insemination, this resource on what to expect during your first IUI is an excellent guide here. For in-depth advice on parenting, visit Modern Family Blog.
In summary, Emma Johnson’s commitment to expanding clothing options for girls is not just a business venture; it’s a movement towards ensuring that every child can express themselves freely through their clothes, without the constraints of outdated stereotypes.