New Kids In the House


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“New Kids in the House” was founded in 2018 by Sarah Seidel and Florian Pohrer in Nuremberg, Germany with the mission to produce sustainable kidswear. The brand focuses on upcycling of post-consumer waste and industrial leftovers—fabrics that are normally shredded, landfilled or incinerated.

The name is an homage to the founders’ teenage years and to the fearless and colorful style of the 80s and 90s. “New Kids in the House” dives deep into the past to find real treasures and brings them back with a contemporary twist. There is also a second meaning to the brand‘s name. It was summer 2016 when Sarah started organizing a playgroup for moms and their kids in refugee shelters as part of her social work studies. There she met Hamdi—a refugee and production manager from Syria—with whom she started sewing kids‘ clothes. Hamdi is now employed at NKitH and is a vital part of our company. In memory of the days when there were numerous new kids around, we named the company: “New Kids in the House”.

All summer caps are produced in the New Kids Studio in Nuremberg, Germany.