Taking cues from some of their favorite comedies—think Arrested Development and Modern Family—Kelly and David Sopp built their brand, Wry Baby, as the sitcom of the children’s apparel business. As any mother or father knows, the punch lines of parenthood are endless and largely universal.

The idea came to the husband-wife duo more than 10 years ago now, while they were leaving the hospital after their son, Atticus, was born. He was wearing a T-shirt marked with the hospital’s name and a date three months in the past. Dave says, “We thought: ‘What an adorable baby!’ followed almost too quickly by, ‘What’s with that lame shirt?’ How hard would it be to just print ‘NEW’ in a starburst and there you go?” The couple worked in advertising and knew almost immediately that there was opportunity here. “Essentially, Wry Baby was born in that hospital along with our boy,” Dave says.

With baby in tow, they experienced parenthood firsthand, and with each bodily milestone (pooping, peeing, spitting up) came the inspiration for a new snapsuit or slogan. “Getting smart on this new life event was comically overwhelming,” Dave explains. “The big secret to what’s made Wry Baby successful is that we take parenting truisms and make them less terrifying.” For example, the “I Might Barf” shirt is hilarious because it’s true. Dave says, “You know it will, but when? Best to be warned, no?”

Cory Villano, owner of Wishbone, a store nearby the Sopp’s old home in San Francisco, was the first retailer to pick up the new line. “At the time, we didn’t really carry much for babies, but the stuff was fresh and clever and it seemed like it would be worth it for us to try it out,” he remembers. “Turns out, it was a good fit.”

As more and more retailers followed suit and picked up their clothing line, the Sopps started creating of new products outside of apparel. Today, Wry Baby produces more than 150 items, including the Wheel of Responsibility and their bestselling Mysterio tees—a fun jest to forecast the child’s future. Will the little one be a game show host? A fortune cookie writer? The mayor of Hoboken? Only time will tell. Another notable set of products from the Sopp’s are their best-selling humor books. The first, Safe Baby Handling Tips, sold more than 150,000 copies.
Across the board, what holds all of Wry Baby’s products together is constant humor. Dave attests that the brand’s booth at trade shows is “where it’s at.” He adds: “I’ve seen people at our booth laughing so hard that they’re crying. Seriously. Gasping for air and crying,” he says. “That’s the effect our products have in the stores that carry us. It happens at baby showers all over the world. Laughing can do more than change your day—it can change your outlook on the world.”

Whimsical Wales

For Nicola O’Connell and Fiona Grant, sisters and creators of Girl and a Mouse, childhood nostalgia is the ultimate inspiration. “We spent a lot of time with our grandfather at his cottage in Wales,” Nicola recalls. “The cottage was heaven and literally in the middle of nowhere.” Playing amongst the woodland’s creatures, the girls took a liking to mice. “I always thought mice had a cute yet mischievous side to them, so we thought what could be a more perfect combination of characters than a girl and a mouse?”

Nicola, the principal designer of the line, has been working in the apparel industry for more than 14 years. Her affinity for a vintage aesthetic is no doubt encouraged by her experience designing for Free People, a women’s line with a hippy feel. She describes Girl and a Mouse as bohemian, relaxed, vintage and whimsical, adding that “there’s always a surprise element—a touch of embroidery, a frill, an insert or a lace detail used in an unexpected way.” Crochet trims, mixed patterns and off-color stitching are all staples of the Fall ’11 line, which is sized to fit girls 12 months to 5 years old. Soft pink, mulberry and seafoam green are the frontrunners for color, and Nicola adds that the collection is intended to encourage children to use their imaginations and to mix and match. “Who says you can’t wear leggings, a dress, a top and a hoodie—all at the same time—and not look cute and cool?” —Meagan Walker