PLAY etc

Based in Sydney’s famous Bondi Beach, homegrown brand PLAY etc delivers fun and playful clothes for girls aged 0-8. Proud mothers themselves, the two women behind the brand have been inspired and informed by their previous careers in the teen magazine industry, keeping them creative and on-trend. Their motto ‘fun clothes for doing fun things!’ shines through all their designs.

Featuring bright patterns and colours, their clothes are intended to be memory-making for the wearers and parents alike, with each piece as exuberant in appearance as it is easy to wear. These designers understand that when there are less buttons, zips and catches to fiddle with, each moment saved is a blessing. This, along with the cute designs that you can’t go wrong with, makes PLAY etc the perfect brand to begin with when helping your kids to learn to dress themselves.

PLAY etc prides itself on use of quality fabrics and ethical production. Their ethical guidelines ensure fair employment for suppliers based in overseas countries. PLAY etc also loves mums, and highlighting their successes and struggles is part of their ethos, demonstrating a brand that values family, fun times and happy memories.

THE ICONIC is proud to partner with PLAY etc as part of our ever growing kids selection. Browse our featured collection of tops, sweaters and skirts that are perfect for play and day wear, as well as printed dresses to suit smart occasions. Essential onesies for babies can also be found on THE ICONIC—with same-day delivery and free returns available to ensure you get the right fit and style for your little one.