Every time I walk into a store to shop for my child, I am bored with the gender stereotyping that happens. The sales girl approaches my daughter with a Barbie and entices her or leads us to the princess section with glittery, fairy-tale dresses that my daughter simply loves to try on. But why am I never showed the basketball print tees or the Superman hoodies? And the stereotyping that happens for boys is worse. No cooking set toys- nothing in pink, and the adage- “boys don’t cry“!
This one brand wants to make not just gender-free clothing for kids, but calls them ” gender-cool” merchandise and aptly names them “Equali Tee”! We tell you why Candidly is the new brand you need to try for your kids.
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Candidly:
Amita Malhotra and Reema Ahmad, based out of Delhi joined hands to launch Candidly- a platform to drive candid conversations on issues of gender, sexuality & media and their influence on children and young adults. They not only make amazing tees for kids and adults, but also conduct workshops on abuse awareness, comprehensive sexuality education, body safety, and lots more.
As a mom of a 3-year-old daughter, Amita was disturbed by the prevalent mindset on gender stereotypes and what designs girls and boys should wear. Inspired by Uk based- Let Clothes Be Clothes, Amita decided to shatter the mindset of the society and launched Equali Tee- which they describe as “our range of gender-cool merchandise that challenges flawed stereotypes we inherited and lets our little boys and girls be whoever they wish to be”.
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About Equali Tee:
- This recently launched Equali Tee has 5 themes for your little girls and boys (from 2-8 years) to choose from- Equality, Activity, Creativity, Opportunity and Sensitivity.
- Each of these themes encourages your little ones to do what they like and to be who they are! Fly high, dream big and yes- boys can be sensitive and can cry too!
- The tees are priced starting at Rs 675 and they are all set to launch some cool offers on their site- so make sure you shop there soon!
- For a country that is proud to have a Sakshi Malik and PV Sindhu- these collections inspire young girls to go ahead and pursue their dreams in sports and not buckle down to societal pressure.
- Candidly has launched the T-shirts collection first but they tell us that they are expanding to other categories such as stationary, children’s accessories, very soon. Yeah!!!
Contact:
Candidly: Website, Facebook, Instagram
KSP Team
Dr Ashish Gosar
KSP Promotions
Parul Gupta
