Grass + Air: How innovation and individuality are driving the rapid growth of the kids label

Children’s rainwear brand Grass + Air made its market debut 16 months ago and within three months secured high-profile department store Liberty of London as a key stockist – no mean feat for a small start-up from Manchester. Other prestigious accounts followed, including some of the best UK independents, quickly catapulting the label into one of the most desirable and hyped kids brands in the market. Grass + Air’s quirky, urban design and emphasis on technology and innovative features were a key contributing factor for the rapid expansion of the brand; however, a clever social media strategy, working with and utilising key influencers, Mummy bloggers and Instagram personalities, also played an important part. FashionUnited spoke to Business Development Manager Melissa McLaverty and Marketing Manager Bryony Pestell about what it takes to successfully build a brand in the social media age, how Grass + Air managed to capture the imagination of urban parents and kids alike, and what’s next for the British label.