The Upside

We’re beyond excited to introduce The Upside, our new collection filled with meaning, joy, and a whole lot of positivity. We’ve poured our hearts into creating pieces that inspire you to see the good in every day and embrace the little wins along the way.

Take a moment to dive into the inspiration, designs, and details that make this range so special.

The spark of inspiration

Our founder and Head of Design, Jo, has always believed in finding the silver lining. That’s why The Upside is the perfect theme for our milestone birthday year. This collection is a celebration of joy, optimism, and the belief that there’s always a bright side to be found.

“I can’t quite believe it’s been 18 years since I launched the first 14 styles of ‘planet-friendly kit’.

Thinking about how we got from there to here, I realised that always looking for the upside in any situation is one of our super powers. Spotting little wins helps us to overcome whatever we are facing, (especially when things aren't quite going to plan!), and this ethos felt like the perfect inspiration for our coming-of-age collection.”

A palette of positivity

For this collection, we’ve carefully chosen colours that reflect the uplifting spirit of The Upside. Soft, calming tones sit alongside vibrant pops of colour, creating a feel-good vibe that makes every day just a little bit brighter.

The prints, too, are filled with life. Playful designs inspired by nature and positivity bring the collection to life, with colours and patterns that encourage curiosity, joy, and a sense of adventure.

Lights, camera, action!

One of the most fun parts of designing a new collection is watching it come to life in the photoshoots. It’s a chance for us to see our clothes being worn by our mini models as they play, explore, and embrace the adventure of childhood.

From running through fields to making new furry friends, these shoots capture the true spirit of The Upside - joy, laughter, and a sense of freedom.

Quality that stands the test of time

At Kite, we design clothes that are made to be loved, worn, and passed on. Our garments are built to survive the scrapes and scuffs of playtime and adventure, and last through the years. Choosing clothing that’s made to stand the test of time is a planet-positive choice. At Kite, we offer you pieces that can be worn again and again.

We’re proud to be certified to the Global Organic Textile Standard (GOTS) and also use OEKO-TEX certified recycled fibres within our range. With this collection, we’ve continued to create clothing with sustainability in every stitch, that doesn't compromise on quality or design.