Children and their place in fashion is an element that is often easily overlooked in a world dominated by adults. However, a new wave of DIY trends has sparked a revival of crafting and DIY at home that is captivating people of all ages. Maija Nygren is one of those who has embraced this trend in her design studio Almaborealis, launching an innovative DIY project that focuses on children’s creativity.
Puzzleware, launched last year by the Edinburgh mother-of-one, has been nominated for the Dezeen 2021 Awards in the ‘Wearable Design’ category. Speaking to FashionUnited, Nygren said the reaction to the recognition was “insane”. “I’ve never had this caliber before,” she said, adding that the reaction has made for an extremely busy holiday season for her.
The project, which she dubbed “a different kind of clothing,” consists of a pack of puzzle-like pieces of fabric that kids can piece together to make their own garments. “Being shortlisted underscored the strength of the concept,” she said. “It was difficult to market the product. It’s hard to market because it’s a bit ‘strange’, something people aren’t used to seeing.”
Nygren explains how she came up with the idea: “Being a mother myself, I’ve noticed that there is a lack of sustainable creative craft kits, or craft kits in general, that kids can use to make three-dimensional clothes that they can then wear.”
The craft kits contain brightly colored pieces of wool with simple lacing holes that allow children to sew the blocks together with ease, almost as if knitting together a jigsaw puzzle. Each pack contains blunt knitting needles and learn to sew instructions printed on recycled paper to help children understand how to make garments. The kits have been designed with the intention of eliminating errors as much as possible, so that assembly can be carried out without frustration and the confidence of young creatives can be built.
“What I’ve noticed is that there’s a lack of urgency with children’s fashion, not only in terms of sustainability, but also in terms of how the garments are made, and children don’t have a say in it,” she said of the gap in the market she recognized. “That inspired me. What if the child could step into this process and have a say? Clothing is such an important means of expressing yourself and exploring your identity. It’s something that often doesn’t happen until the teens, but why not start earlier?”
“In the UK, the fabric kits from the 1960s are the closest to the concept,” Nygren continues. “The legacy I associate with knitting – ingenuity and the longevity of things – comes from my parents and grandparents.”
In fact, it is the grandparents that Nygren counts as one of their most important target groups. They often buy the sets for their grandchildren to revive skills they used to use themselves. In addition to the grandparents, the parents of the children are also an important part of the success of the project. However, Nygren has observed that customers have to be open to the concept, which may be difficult for some. She understands the concerns.
“It can be quite difficult to allow your child to go out and dress however they want. I also had to swallow when my child chose her own clothes, but I allow her to go outside with it,” Nygren says, adding that the project appeals to parents who aren’t afraid to do the same. She acknowledges that elements like the exposed hand stitching can be quite noticeable, but suggested that they can simply be perceived in a similar way to a child’s personal handwriting, as something parents should really celebrate.
Clothing as a form of self-expression
Nevertheless, Nygren has considered addressing a larger target group. More muted tones and individual colors should be used in future releases to possibly convince more parents. “Clashing colors aren’t for everyone,” she notes.
While the project’s growth comes with increased customer demand and her own development as a designer, Nygren’s Puzzleware project is ultimately about the child’s creative expression and the development of their personal skills. She hopes the kits will help encourage toddlers’ learning and potentially support the maturation of their creative problem-solving and motor skills – an element often unaddressed in the children’s clothing category.
Picture This, a company that recreates clothes designed by children themselves, is also run by a mother of two. Jaimee Finney’s vision for the company came from the joy on her daughter’s face when she realized one of her drawings in real life, and she supports Nygren’s quest to encourage creative expression in children. Now the US-based company has made it possible to bring the children’s creations to life in the form of wearable replicas.
“It’s a moment of pure magic when you see a child holding a creation that they have imagined putting on paper,” Finney told FashionUnited. “We’re taking it a step further and bringing it to the real world. You can see, hold and wear it. And it’s the only one in the world – as unique as she is.”
For Finney, their solution had to be both sustainable and fun for the kids. The process begins with a simple design for a garment that the child can decorate as they wish. With a brief photo, the final draft is sent to Picture This. The garment – whether leggings, dresses, face masks or t-shirts – is then made and sent back to the young creatives to wear. When asked about the importance of involving children in the design process, Finney says, “We open up new possibilities for children’s ways of thinking when we involve them in the creation and decision-making process.”
Like Nygren, Finney believes in the importance of children being able to express themselves through their own creations and that their involvement goes beyond the mere end product.
She adds: “For us it was never about ‘kids fashion’, it was more about embracing a new experience of imagination and creativity and becoming confident enough to accept that you are truly unique.”
As a next step to expand the vision of Puzzleware and what it can do for children, Nygren also mentions her plans to teach the concept in workshops where she can be there in person and pass the idea on. The young participants can choose their own puzzle pieces from baskets, which are then put together in the event and finally take them home and carry them themselves. For Nygren, physical education was a natural extension of the concept. She says they have many more ideas just waiting to be brought to life from her notebook. “I’m working on this alone, so it may take a while, but I’ve got some new ideas throughout the year,” Nygren concludes.
This article was previously published on FashionUnited.uk. Translation and editing: Barbara Russ