When Elsa Georgas was making her living as a children’s photographer, she found herself constantly on the lookout for great outfits to dress her subjects in. The majority of the clothing for kids that she was seeing was either boring, lacking style or didn’t truly express the fashion-forward kid. She knew there had to be better options out there. “It was hard to find kids’ clothing that fit my taste,” explains Elsa. “There’s nothing wrong with that type of clothing, but I was looking for kids’ fashion that was more cutting edge.”
Being a mother of two herself, she wanted her love of fashion to be reflected in the clothes her own children wore. As she shopped around the city, she began to realize that there was a gap in the availability of this type of clothing for kids under 14, and she saw an opportunity to fill that niche.
