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Every Side is the "Front" – How a Children's Clothing Brand Is Realizing Helpful Parenting Features
The children's clothing brand "alto tascal" is garnering attention as a universal fashion line, offering barrier-free products that embody the helpful features needed during parenting. With a unique approach that addresses minor inconveniences in daily childcare while also pursuing cuteness, it has garnered support from many parents.
This time, we interviewed Kaito Sannabe from chil2, which operates the brand, and designer Mana Hayashi, delving into the development background and appeal of the brand.
Affordable Prices & Storybook-like Naming
First, could you tell us about the origin of "alto tascal"?
SannabeWe originally sold children's clothing online, but our customers recognized us as just "one of those shops commonly seen on e-commerce platforms," and our store name was not well known.
So, we thought that if we created an original brand, people would get to know us better.
So, we thought that if we created an original brand, people would get to know us better.
At that time, there were many children’s clothing brands focused on design, but there were not many brands paying attention to functionality.
Based on that background, we established our functional children's clothing brand, "alto tascal."
With many clothes like "Zenbu Omote (Everything is the Front)" and "Hikaru Fuku (Shining Clothes)" that are useful in daily parenting, how do you generate ideas?
HayashiWe reference feedback from our customers. It's challenging to respond to every piece of feedback, but we try to realize as many suggestions as possible that are in high demand and are feasible to implement.
SannabeWe sometimes generate ideas based on personal experiences within the team. Since most of our team members have parenting experience, we bring in ideas like, "It would be nice to have clothing like this."
Could you explain the flow from product planning to market release?
SannabeWe create prototypes based on the design, and then have children wear them or let parents try them on to gather opinions.
Feedback from the field, like "Too many buttons" or "I want this fabric to stretch," is reflected in the final product, which often takes about six months to reach the market.
The easy-to-understand and unique product names are also impressive.
HayashiWe pay special attention to naming. It is important that the names are easily readable and meaningful at a glance, as well as having an approachable quality reminiscent of children's book titles.
While price is important for children's clothing, "alto tascal" products are set at accessible price points.
SannabeWe strive hard on pricing as a company.
We share fabrics with other products and collaborate with factories skilled in mass production to aim for prices that are easy for parenting generations to access.
Children's Clothing Born from Real Experiences
Now let’s discuss the products, starting with "Zenbu Omote."
SannabeWhen children take off their clothes, they often turn them inside out, which means parents need to flip them back every time they do laundry.
Wanting to solve this hassle, we first created "Zenbu Omote," clothing that could be worn even if it was inside out.
We then received feedback from customers requesting, "Please eliminate the front and back," which led to the creation of "Zenbu Omote."
Were there any particular challenges during development?
HayashiTypically, the front and back of clothing have different fabric shapes. But to make "Zenbu Omote," we had to ensure both sides had the same shape.
A significant challenge was the neckline. We needed to create a design that allows easy entry while keeping both the front and back looking neat, requiring numerous prototypes.
"Zenbu Omote" also includes pants, right?
HayashiPants are particularly difficult because the back sticks out, making it challenging to maintain the same shape for the front and back.
Thus, we opted for a relaxed silhouette with sarouel and chef pants, which helped realize the "Zenbu Omote" pants.
"alto tascal" also offers "Chiisana Fuku (small clothing)" for babies born with light weight.
HayashiThis is based on my personal experience with parenting. My eldest daughter was born with a congenital genetic disorder and was underweight at birth, spending four months in the NICU (Neonatal Intensive Care Unit) and GCU (Growing Care Unit).
During her hospitalization, I visited the hospital every day and became acquainted with other parents in similar situations. There, I often heard discussions about how there were no affordable small baby clothes available.
Although the variety has increased now, at that time, there were not many options for clothing for low-birth-weight babies even when searching online. The prices were also high, with limited choices to buy whatever was available.
However, dressing my little child in "cute clothes" was one of the few ways parents could care for their hospitalized child, and I believe many parents wanted to choose fitting and adorable outfits for them.
At that time, I was on parental leave, but I proposed to the president, "Let's create clothes for low-birth-weight babies," and thus the preemie-sized combination bodysuit was born.
When I later established the brand "alto tascal," I decided to name this collection "Chiisana Fuku."
Additionally, there are clothes for children needing medical care, called "Oshare Barrier-Free."
HayashiThis too is based on my own experiences. My eldest daughter has a disability, and I perform medical care for her at home daily.
Similar to low-birth-weight baby clothes, there are design limitations with barrier-free children’s clothing. I noticed that there weren’t many options for barrier-free clothes featuring children’s beloved characters at that time, so I planned designs featuring popular characters.
Furthermore, with "Oshare Barrier Free," I emphasized not only design and functionality but also durability. To prevent stretching from repeated wear and washing, I incorporated rubber into areas that experience a lot of pulling.
Relying on "alto tascal" for Enjoyable Parenting
Can you share any particularly memorable feedback from customers?
SannabeThe most frequent feedback we receive is about "Oshare Barrier-Free."
When we first launched, there were few similar products, so many customers left messages in the comment section like, "I've been waiting for such children's clothes" and "Thank you for making this."
HayashiI have received messages from parents facing the same challenges, thanking me for "finding clothes for children needing medical care or who have disabilities," which has been a great source of encouragement for me.
I would also like to hear about the future of "alto tascal."
HayashiCurrently, we are planning to create large-sized meal bibs. Meal bibs are typically made for babies and young children, so there are limited options available in larger sizes.
However, some children with disabilities may need bibs even as they grow, and many parents desire multiple replacements since they are used daily.
To address these needs, I want to offer reasonably priced meal bibs in various colors.
Finally, do you have a message for parents raising children?
HayashiIn parenting, no matter how cute your child is, there can be times of stress and frustration. I believe there are many parents who, in trying too hard, end up smiling less at their children.
With "alto tascal," I hope to lighten the burdens of such parents, allowing them to enjoy more precious moments with their children.
It would make me happy if they can rely on our wonderfully designed clothing full of thoughtful features while enjoying their parenting journey.
PROFILE
Kaito Sannabe
chil2（Children Tsuushin inc.）
PROFILE
Mana Hayashi
chil2 (Children Tsuushin inc.) "alto tascal" Design Designer
Text by Maishiro
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