Indi Jo

WHERE IS IT?

Indi Jo
The Triangle
Exchange Square
City
0161 8390613
www.indijo.co.uk

THE HISTORY

Indi Jo is the brain child of ex-Nike designers Darran Medley and Julie Copsey who wanted to create a kids brand that was both wearable but stylish. They started their wholesale business in 2001, with Selfridges as their first stockists (always think big) and five years later they are now prominent players in the global kids fashion market, featuring across the world.

With the recent folding of Daisy and Tom’s, Indi Jo perked up their opportunist antennae and decided to fill the gap in the Manchester market for a trendy kids clothes shop. So just a couple of weeks ago, Indi Jo launched their first retail store.

WHO SHOPS THERE:

Kids aged 2-16 with attitude (or parents of kids with attitude). Indi Jo have bypassed the cute and traditional kids clothing and headed straight for the “mini me” look.

WHAT DOES IT SELL:

Entirely its own label. Indi Jo tend to concentrate on different trends for each season, so this season for girls it is the skinny jean look and butterfly emblems which feature throughout the collection. For the boys it’s all about being military. All the clothes wash at 40, so very handy for mums and prices range from approximately £15 - £42. Indi Jo pitch themselves as a high end brand but lowest in price range.

WHY GO THERE:

It’s a British brand, which has got to score a gold star. And considering Indi Jo has just been shortlisted by Grazia magazine for the most inspiring Manchester entrepreneur award, then you’ll be right on trend.

This is a first for Manchester as you’re more likely to find this particular look for children in Cheshire trying to emulate their parents’ style or Girls Aloud ie skinny jeans and vest tops (for the girls obviously).

Liz Harris product and marketing co-ordinator says: “It’s an eclectic mix of young fashion for those who want to look different and edgy but the clothes are still very wearable. It’s a very colourful brand.”

THE FUTURE:

Indi Jo are holding their launch party on Thursday 24 May from 5.30 – 7.30 where you can get 20% off purchases on the night. They’re also running a competition to find the next mini model. The winners, one boy and one girl will become the official faces of the brand, win a wardrobe full of Indi Jo gear and be paid £500. Entrants should email indijo@brazenpr.com with their name, age, contact details and three pictures, including one head-shot. Entrants should be aged between 2 -16 and deadline for entries is the end of June.

VERDICT:

Gwyneth Paltrow would be horrified but Victoria Beckham would be spinning around with glee on her matchstick legs.