Shrnk is a Hip Habit for “Rag Adix”

In the late 1990s, Lena Wu-Fuentes surveyed the racks of the children’s clothing section of a department store, and thought the selection was boring. The style was same-old, same-old: striped shirts and overalls for boys and flowered tops and jeans for girls. While these fashions were functional, they did little to set a child apart from the playground crowd. Lena decided to inject the children’s fashion industry with a little bit of attitude. That’s when the idea for Shrnk (pronounced “shrunk”) was born. Shrnk stands for “Stylish Hip Rags for Newborns and Kids”. Today, Shrnk is a thriving business headquartered in Los Angeles that caters to parents who want their kids to stand out, look hip, and rock a sassy style. Fans of their clothes are referred to as “Rag Adix.”

Shrnk clothing offers the comfort and durability consumers now demand from children’s clothing, but it also features elements of popular grown-up fashion. The girls’ summer collection includes tunics, leggings, wide-leg pants and other trendilicious styles. For the boys, there are cool, skater-guy shorts and screen-printed tees with a variety of funky sayings and graphics. The colors are a mix of brights and neutrals for a balanced vibe.

It’s not always easy to dress kids. They can be picky about the way clothes look and feel. They prefer a soft touch, with no scratchy seams or tags. Shrnk knows that feel is as important as the fashion. For convenience, just about all their clothes can be mixed and matched for added value and independent dressers!

It’s a plus for a brand (and stores that carry the product) to have their items seen on celebrities. Shrnk designs have been spotted on Ashley Simpson’s son Bronx and Halle Berry’s daughter Nahla. Celebs and other moms who are in the know love Shrnk because it differs from the norm and allows kids to dress in similar styles to their parents.

To find out more about the rags cool kids are addicted to, swing by www.shrnk.com