Silly Souls Gets the Party Started

Upon starting her career in the sports market at Nike and Reef (a surf lifestyle brand), Silly Souls Founder and President Shelly Foster found a real need for a fun and cool urban brand for babies. When Silly Souls launched in 2002 (originally called babygags), the urban, surf and skate brands had not yet fully entered the baby market. “The market was very classic pink and blue,” according to Foster. “I wanted to create a fun, funny, irreverent kids brand parents would love and laugh at.”

Silly Souls is a babies, kids and maternity clothing line that includes hats, one-pieces, hoodies, leggings, socks, shoes, bibs, maternity tees, kids’ tees, and diaper bags. Foster describers their customers as fun, irreverent parents of kids from rockers to hipsters, all with a good sense of humor. Foster credits the success of Silly Souls to their dedication to always staying fresh and different.

Over the past 13 years their growth has been organic and flexible, as Foster describes, “When the boutique market started to fold during the financial crisis we really started to partner with online boutiques and other channels as they popped up.” That ingenuity helped their brand expand when many other like boutiques folded.

Foster works with a designer, two graphic designers, and a pattern maker to bring each collection to life. All their products are made in China and India. Top sellers include their baby basics, one-pieces, footies, baby shoes, and sweatsuits. Foster says of a common trend, “The cooler and funnier, the better they sell.”

Foster states, “The Spring 2015 ‘Be Happy’ tie-dye collection of onesies, footies and sweatsuits is my favorite this season, but my all-time favorites are our breast feeding series of onesies that are less than fashionable but all of fun.”

Currently, Silly Souls has just finished their Fall 2015 collection of apparel and shoes for babies and kids that is inspired by the whimsical free spirit of kids. From the Punk Princess to the Rock Me to Sleep footies, this collection really takes baby basics and turns them into a strong package of head to toe cool kids clothing.

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