A consciously colourful kidswear collection derived from ocean plastics

Dubai, UAE, March 11, 2019:   Quirky, sustainable, durable, and laced with imagination, Joseph & Alexander is fashion with a conscious. Specialising in affordable childrenswear, specifically shorts, Joseph & Alexander's environmentally conscious pieces are designed to inspire the imagination and provoke curiosity. With each piece designed to spark an 'educational conversation', critical world issues and championing environmental action are at the heart of the brand. Operating consciously using recycled fabric from ocean plastics, eco-friendly ink and reusable packaging, each collection depicts awareness-raising narratives of minimising our environmental footprint, and having fun whilst doing so. 

Joseph & Alexander Founder, Alana Sorokin, said she felt compelled to launch a brand which made a 'true difference' after learning of the devastating effect of ocean plastics, and subsequently chose to work with recycled fabric created from plastics found floating in the world's oceans as the foundation of her playful collections. 

“It is predicted that by 2050 there will be more pieces of plastic in the ocean than fish1. The world has been aware of the detrimental impact of plastic in the ocean for decades, but not until recent years have communities begun to mobilise for the great collective fight to stop plastic waste from finding its way into the sea and waterways. The voice of our brand beckons the consumers globally to 'wake up', unite and begin tackling the problem of ocean plastic head on. Creating children’s clothing that really has something to say was part of our strategy to incite raised levels of awareness. Every Joseph & Alexander piece also tells a story, encouraging an educational conversation between adult and child around important world topics,' she said.

The Joseph & Alexander collections of UPF 45+ shorts, polo shirts and loafers are designed for practicality to take children through from day to night, perfect for little ones who love to keep active. The combination of design and quality is developed uniquely from paper to print, and Joseph & Alexander works with a range of underground designers to create its eclectic mix of modern styles to suit all tastes. 

For children fascinated with the sea and marine life, the Trapped shorts inspire depths of conversation. In bold blue, the shorts feature animal drawings combined with a net-like background to tease out discussions surrounding the effect of human activity and plastic pollution on the oceans. For budding conservationists, the Sea Activist shorts make a bold environmental statement with their design. The short collections Planting a Seed, Trapped and Sea Activist highlight environmental awareness alongside collections such as Monaco and Superyachts that tell unique stories, all whilst remaining fashionable in their vibrant colour ways and detailed drawings, that kids will feel great in. Joseph & Alexander also hosts easy slip on loafers Bleu Marine and Noir, alongside polo shirts in the finest pima cotton.

The limited edition 'father and son' shorts are designed with a nod to that special bond between father and son. The collection encourages discussion around meaningful stories that children can be part of, with the pieces designed to ignite their imagination or spark curiosity and investigation. With each piece 'transitional', father and son can sport their shorts from beach to restaurant, and are available in designs Yeti & Starfish, Portofino Dreaming, Monaco, and Planting a Seed.