We believe Tween times should be some of your Best Times. But with anxiety on the rise amongst young kids, we're on a quest to be that brand that has their back.
Our primary mandate: MORE JOY ! LESS OF THE REST.
Anchored in Culture + Wellness, and designed as an attitude as much as a label,
REAL PRETTY KIND's empowering Tweens to live their best life positively, powerfully + kindly.
The fuel: intelligent Tween-friendly Content; covetable Streetwear; and cool 'Tween Things' that champion their Togetherness + Tween spirit.
We're for : Cheering each other on; Lifting each other up; and Celebrating each other's dreams, goals and wins. For a "future so bright it hurts our eyes" (to quote Oprah).
Watch this space for updates/ sign up to our low spam, high in FUN newsletters. And get social with us on Instagram for all the cool snippets you'll not get to see here!
Below's our philosophy that guides our brand choices, our product and content creation, relationships and community partnerships.
If you're interested and ever want to take part, please reach out via our contacts page. x
1. TWEEN CAUSES
After reaching out to hundreds of tweens and teens before launch, two key concerns became very clear. Bullying + Body image.
You spoke, we listened.
RPK support causes that pay back to those concerns and tries to help resolve them.
So when you buy with us, know you're supporting your brothers and sisters ⚡️⚡️ Every Real Pretty Kind T-Shirt purchased sees us donating minimum $1 p/tee ( + more on specific merch) to:
A). Alannah & Madeline Foundation :
Protecting young people from bullying and violence
B). The Butterfly Foundation
Fighting the fight against negative body image
2. WE'RE 4 EVERY BODY!
Tweens bodies, minds and emotions are shaping into the teens and future adults they’ll become. And because we know an important part of grabbing life and GOING FOR IT is feeling unselfconscious + empowered in your self to do so, we fight hard to build self esteem and body positivity in all the ways. We've gone hard on this and will continue to fight the fight.
This one action can literally transform a life. Tween JOY-o'meter alert. We're raising the roof. Here's how...
2 (A) Product:
Stylish, versatile, comfortable yet cool, and for EVERY BODY.
There's a reason our signature product is sweatshirts and tees: they're possibly THE MOST democratic wardrobe item you can own!
Boy, Girl, Tall, Short, Curvy, Straight, Jay Z, Bey or the girl or boy next door, E V E R Y B O D Y rocks a tee. And sweatshirt too for that matter.
Fundamentally this is also about understanding what Tweens love best to wear and as such, what their parents will get best bang for buck from. Our tees are designed to the enth degree so that Tweens want to wear them!
And high quality matched with versatility means more value and less waste on both your wallet and the environment. Reckon that's just about perfect ! 👊
2 (B) Design:
We’re a shape agnostic brand and have designed a signature RPK shape that allows Tweens to live freely and un-selfconsciously and do their thing in style.
This is important ⚡️⚡️⚡️
It means our Tees and Sweatshirts are not 'off the shelf' or 'disposable fashion'. They're hand made with love. Every. stitch. is thought through.
Armpits and necklines and hem length are designed for an active as well as a stylish life - with minimal visibility inside.
Waists and chest dimensions are boxy to allow for body shape changes whilst still looking ultra flattering.
And trims are made from the tee fabric itself to avoid itchy and irritating bits that kids find so annoying.
Colours are hand dyed and reflective of the Aussie life all the world loves. Laid back style with a hint of Forever Summer + city meets sea.
2 (C) Range:
We’ve more sizes in our range than your average Tween label. By a lot. We hope it’s useful/inclusive/ more REAListic. That was the dream. It’s still early days for us but we’ll be adding more options when we can.
2 (D) SIze Labels:
Looking for your size? We've got you covered. But not as you're used to.
You’ll find our labels are not age or letter based because frankly, we don't think that's a helpful way of seeing ourselves. Tell us a Tween who wants to be told they're 'small'. Or Large for that matter. or Medium. Please....
We know it's the shoppers' norm, so as a nod to that and for avoidance of error, we've age based sizing for convenience on our website. However OUR sizing labels are translated beside and these aren't age or letter based, they're in our signature 'stellar' style. Devised from the belief we are all of us stars no matter our size.
8-10/10-12/12-14/14-16 each with their own unique star colour way.
Stellar. That's a label cool enough to wear on the OUTSIDE of your attire. So yep, we did that too.✨
We want to see TWEENS out there rocking our wares. Models, Non-Models. All genders. All abilities. Every Body.
2 (E) Modelling:
The models we show currently are all SQUAD reps + friends of RPK. Volunteers rocking our threads with pride.
If you're keen on sharing your snaps we'd love to see them. Tag us on Instagram and add hashtag #thisisrealpretty to your post to be featured. We'd love that!
Get on board. Join the movement. More JOY for all.
2 (F) Imagery:
Importantly in an age of filters and editing we don't touch up our photos. Scars, freckles, acne, lines, folds, brows, birthmarks.. we see these as the traces of Human Beingness that make us unique + exquisite. And non-plastic. And you don't want to get us started on plastic...
Tweens in our own photoshoots are the real deal. That's all folks.
3. PEOPLE + PLANET K I N D
We believe the fashion industry can be giving back in more ways than one. And we’re on a mission to do just that.
First: we’ve sought high and low for the softest ORGANIC COTTON with makers who share our passion for ethical, sustainable fashion.
Cotton’s a no-brainer for Aussie Summers. Cool + bio-degradeable, therefore cutting down on landfill. Plus going Organic where we can, reduces pollutants for local makers, the planet, bees, and your bod…..it’s a PRETTY picture isn’t it?
ALL our cotton's sourced for it's super softness and FEELS GREAT on your skin; and biodegrades well, helping make the world a cleaner, safer place for you to grow up in. #winning 😀
It's important to us where our product ends up. As part of our brand's war on waste, we either UPCYCLE or GIVE any pre-loved RPK to Tweens-in-Need each Christmas. So if you've garments in good nick, return them to claim your discount on your next purchase et voila! Happy Days.
And lastly the scraps: our scrap cotton is used in three ways
1. hair ties to mix and match with your tees (cute)
2. pillows for the homeless
3. pulped and made into stationery. All our stationary products are recycled paper or cotton based waste.
We believe the Sustainability journey can be refined and refined. As a brand at the beginning of our life cycle we are not 100% there yet - but we are much further progressed than most in the industry!
We balance our PLANET KIND quest with our PEOPLE KIND one - working to raise gender parity in the Fashion Industry and restore dignity + autonomy to our largely female makers community.
This is not an inexpensive undertaking unfortunately. So to be fair to your wallet we have to balance all these costs, to ensure we're KIND on the planet; KIND on our peeps; and KIND to our community of customers too (that's YOU!); in a world that's still believes a tee shirt can cost you less than a cup of coffee, and little understanding of the human + environmental costs incurred to achieve that.
Now that's a juggle. But one we're TOTALLY up for. And in fact the industry at large needs us to be.
We are so excited at the moves we've made already in this space and even more so about the ones yet to unveil! And you betcha we'll be keeping you posted!!
The magic ingredient to all of this is TOGETHERNESS. Tweens lifting each other up and cheering each other on. Investing in our tees that support Tween causes; investing back into the planet and into fellow Tweens; investing in a new and more open, self-directional and positive view of the world and Tween futures.
One Tween team, one Tween dream - where we achieve great things.
We’ll be out there rocking our futures with maximum whoops, hugs and belly laughs; and we're totally hyped you’ll be with us on the ride. THANK YOU for being here. And welcome to the family!