Shade Critters Launches Girls’ Fashion Line

Swimwear company Shade Critters is expanding from the water to the wardrobe with a new standalone fashion line to sell year-round. Called Nev & Lizzie, the line is targeted to girls aged 7-16 and will launch at the February Children’s Club in time for the Fall/Holiday selling season.

“Nev & Lizzie fills that important niche between too casual and too dressy,” says Fred and Maureen Schmidt, mentioning their frustration with the market’s limited shopping options for their daughter’s ‘Insta-moments’ like a daddy/daughter dance, back-to-school, picture day, birthdays and holidays, where athleisure/casual “just didn’t work.”

Named after daughter Genevieve and Maureen’s mom Elizabeth, the initial Fall collection features elevated sweater dresses, A-line dresses with metallic detailing, plus separates like pullovers, ultra-soft pleather leggings, accordion skirts and teddy fabric coats. Mixed media knits with unexpected sleeve and fabrication details plus on-trend animal prints and unexpected metallics up the fashion quotient. Wholesale prices range from $22-$60.

While not coordinated with the Earnie-winning Shade Critters swimwear line, Nev & Lizzie aims to be equally eye-catching. “Our top retailers have already secured the line before market after an exclusive look,” says Fred. “The feedback re-affirms our belief that although the market has embraced casual looks, girls are still excited to have outfits for her picture-perfect moments.”