Mompreneurs Tap Into Tween Clothing Design

Why would a tween girl want to wear what every other girl found at the mall when she can design her very own custom creation from the comfort of home? 

This is exactly the question Marblehead mom Sarah Mcllroy asked herself in January 2008.

"I wanted to give girls an opportunity to express themselves through clothing," Mcllroy said. Mcllroy recalls designing clothes as a child and having her grandmother sew them.  "I realized it could be a reality at a price point people could afford."

Mcllroy, along with fellow mom Mary Beth Tirrell, also of Marblehead, partnered soon after to create "Fashion Playtes" an online venue where girls ages 5 to 12 can log on and design their own clothes. A couple of weeks after girls log on, their designs  arrive at their door.

With a background in gaming, Mcllroy handles the business side of the venture while Tirrell uses her background in fashion and design to give girls the trends they want. The Fashion Playtes headquarters is in Salem.

"We built a platform for kids to design garments off of these base garments," Tirrell said. "They can beef up the garments through ruffles, embellishments and rhinestones."

Tirrell said what makes mothers happy is the fact the base garments are high quality. Pre-shrunk and enzyme washed, Tirrell said the garments are on par with what one would find at the Gap. 

What makes girls happy is the options for embellishment are right on trend.

"We can play close to the knife," Tirrell said.

Mcllory said the clothing seen in malls  is purchased seasons before the fact. The advantage Fashion Playtes has is they can see what girls are wearing and add it to their choices of embellishments.

Each article of clothing has up to eight options for embellishment. 

"Right now, the henna look is big," Tirrell said while showing a pair of leggings with the henna print. "First-grade girls are aware of fashion."

From beach cover-ups to jean skirts, Mcllroy and Tirrell have heard from some moms whose daughters own up to 200 pieces of the Fashion Playtes line. 

"You just get so many more choices when you buy our clothes online," Tirrell said. "Why would you buy jeans exactly like everyone else when you can have your own custom pair with your own label on it."

Looking toward the future, Mcllroy said she envisions Fashion Playtes growing larger with more options for design and constantly changing trends. 

"We want to tap into the Parent Teacher Organizations and birthday parties," Mcllroy said. "We will grow with the girls."