Propaganda enlisted to develop thought-provoking kids’ clothing launch

Leeds-based brand consultancy Propaganda has partnered with infaant, a new children’s clothing brand, to develop its market and launch strategy. Created with the intention to inspire a sense of curiosity in children, infaant’s minimal yet child-friendly designs reflect themes about the world around us.

Pre-launch, Propaganda undertook its extensive Brand Discovery™ consultative process to identify ways to refine and amplify infaant’s messaging, before developing a take-to-market strategy. The brand creative and campaign launch was brought to life by Propaganda’s Creative Director Lee Bennett, who will be responsible for the continued creative delivery.

Crafted from organic cotton, infaant’s stylish and fun clothes are designed to provoke conversation on difficult topics, such as climate change, in a way that is accessible to children. The brand is unapologetic about this, aiming to stimulate inquisitive minds, rather than attempting to insulate young people from the issues that will affect their future. 

Ryan Knight, founder of infaant, says: “infaant is about more than just clothes – we believe that the more knowledge we can impart on our kids today, the better chance we give them to make an impact on tomorrow. It was important to me to partner with a team that understood this vision.

“Having had a relationship with Propaganda for some time, I knew from the track record that it was the right choice to support infaant. The team’s expertise has been invaluable in the journey so far.”

Laura Kynaston, MD of Propaganda says: “Supporting brands with purpose and a desire to shake up the status quo has long been part of Propaganda’s DNA. We loved working with infaant to push the traditional codes of childrenwear to do something not only different, but that matters – appealing to an audience of parents looking beyond fast-fashion and seeking to grow their child’s understanding of the world. We’re looking forward to being part of the infaant journey and inspiring the free-thinkers of tomorrow ”.