Four, Going on 30

Motherhood changes everything, and for designer Jennifer Connaughton, that even included her job. After having her first son, Connaughton—a 10-year design veteran in the women’s fashion industry—took the plunge into childrenswear. In 2007, she launched Ferd, a line of boys’ clothing inspired by what she wanted to see her own son wearing. “I decided there was a need for a different type of boys’ clothes out there, and I had the background to do it, so it kind of just happened,” Connaughton remembers. “There’s a lot of rocker stuff out there and a lot of stuff that’s more conservative. We’re in the middle. I call it a modern twist on the classic.”

The line of dressier boys’ apparel includes staples like sturdy wool trousers and snazzy tailored vests in sophisticated color palettes like charcoal gray, navy and black. “We almost design for a little man instead of a little boy,” Connaughton explains. And to do so, Ferd looks overseas for fine-quality European materials like merino wool from Italy, cotton from Spain and prints from London—components that are more often used when constructing menswear. “We use high-quality fabrics, and we make our products in the U.S.,” Connaughton says. “That’s really a major plus for us—we get to control the quality because it’s right in our backyard.”

That quality helped the collection become an immediate hit, and many Ferd fans were so smitten by the boys’ line that they asked for a girls’ line, too. And in 2008, the brand answered with a little ladies’ collection that combines feminine silhouettes (like A-line shift dresses) with more masculine prints and fabrics. Fortunately for Connaughton, parents weren’t the only ones who wanted to see more of Ferd. The company recently struck a deal with high-end retailer Barney’s New York, and the Spring ’12 collection will be hitting shelves this month, an accomplishment Connaughton has been anticipating for several years. “Barney’s has viewed our brand a bunch of times, but the timing just wasn’t right,” she says. “Like with any department store, they tend to want to see that you’re going to be around for a while and watch the brand evolve.”

And evolve it will. The still-young company has some big plans for the future, starting with Fall ’12, when Connaughton intends to experiment with color blocking, incorporate brighter hues like mint green and aqua and add more feminine touches, such as lace detailing and girly accessories. Also debuting Fall ’12: a holiday collection that will play with metallics that are “subdued, but with a little shine” and fabric mixing (like wools matched with sweater knits). The new holiday line will be on display at ENK Children’s Club this month.

In addition, an expanded swimwear collection is in the works, as the first offering of swimwear last spring was met with high praise and attention from customers. To top it all off, Connaughton hopes to incorporate larger sizes in both the boys’ and girls’ lines. “As my children grow, I want to expand the collection to older sizes,” she says. “I want all kids to be able to wear our stuff and enjoy the brand.” —Mary Avant