Patrick Hedlund
DNAinfo News Editor
EAST VILLAGE — A new kids’ clothing store on East 13th Street has two young girls to thank for its fashion-forward offerings.
East Village resident Adam Kirszner explained that the concept behind his store Jellyfish New York, which opened last week, grew out of raising two daughters that developed a keen sense of style at an early age, but never had anywhere local to buy the clothes they wanted.
“New York kids are unlike any other kids,” said Kirszner, 39, who came up with the idea about a year ago after getting laid off from his job in corporate marketing. “They’re so connected to pop culture and fashion. Why should they look like kids from the middle of the country?”
The clothing in Jellyfish resembles miniaturized versions of what shoppers can find in any SoHo or TriBeCa boutique, with everything from graphic T-shirts to plaid button-downs hanging from the racks. The store even shares the same minimalist interior design common in most upmarket shops.
Ten percent of Jellyfish's items come from Europe — a far cry from Gap and Old Navy in terms of couture cachet.
“When they’re 8, 9, 10 [years old], they’re really going to be opinionated,” Kirszner said of his target customers. “And good luck saying ‘My way or the highway’ when it comes to their wardrobe.”
The merchandise, which is geared toward children ages 5 to 12, provides a new option for parents “who don’t want diaper bags falling on their heads when shopping for a 10-year-old” or “balloons on the wall,” Kirszner said.
“We didn’t want ‘lil’’ or ‘tyke’ in the name.”
The prices range from $29 for long-sleeve logo T-shirts to $100 for winter coats, with girls’ dresses running about $50 to $60.
“I saw a real opportunity here in the East Village, where there’s not a lot of choices for kids," Kirszner added, "especially older kids."
Some of the clothing comes courtesy of local designers, and Kirszner’s fashion industry wife also helps source new styles to keep the threads fresh.
But ultimately, the best tips come from his fashion-conscious 6- and 9-year-old daughters.
“I find them very inspiring,” he said.
Jellyfish New York, 244 E. 13th Street, between Second and Third avenues.
