Artist, broadcaster, and academic Sadie Clayton and Creative Director and artist Liam Campbell live in East London with their son, Koa. The couple are about to launch Playing Out, a kids’ outerwear brand made in limited runs from deadstock fabrics and designed for little mischief-makers. As Millennial parents ourselves, we’re fully onboard with ethos behind the brand, which takes inspiration from the couple’s own childhoods. With a big dose of nostalgia for a time before the internet, Playing Out is all about letting kids be kids, getting messy, and just having fun. Scroll down to find out more about Sadie and Liam and why you need to get Playing Out on your radar.
We’re so excited about the launch of Playing Out! Can you tell us a little bit about you and your family?
We met the old-fashioned way in a dingy club back in West Yorkshire where we’re from. Cut to 17 years later and we welcomed little man (Koa) into the world, our ultimate inspiration. We’ve entered art school, University and the creative industry together, with Sadie working in fashion, art and tech as well as broadcasting. And Liam working in Advertising as a Creative Director and artist. Our lives are pretty busy, so we thought hey, why not start a buisness and here we are. Playing Out was born.
How did you get the idea for Playing Out and what made you want to go into childrenswear?
We both have creative backgrounds and we’ve always loved clothes. In fact one of the first things we bonded over when we first met was our love of fashion. I also ran a fashion brand for several years showing at London, Paris and Shanghai fashion weeks. So it’s kind of in our blood. Then when Koa came along, we started thinking not only about how he dressed, but how we wanted him to behave in the clothes we bought him. We liked the idea of him being messy, exploring and being mischievous rather than trying to keep him pristine at all times. When we looked around, all we were seeing was brands showcasing picture-perfect kids. Which any parent knows, is pretty much impossible. It made us think about our own childhoods, free from phones just enjoying our surroundings and making up games. Using our imaginations and getting grubby. That’s when the idea was born, what if we created a brand with that attitude in mind, a brand that embraces the mess and encourages kids to make mischief, explore and make mistakes. In clothes that are not only colourful but durable enough to take on whatever the day throws at them.
What was the design process like and how are the pieces made?
We had an idea in mind almost instantly. We were struggling to find Koa durable full-body outerwear that could go on over the top of his clothes. So we immediately thought up the idea of a boiler suit, the ultimate piece of adult ‘workwear’. Super strong, durable and designed to be battered with a day’s work. Then we set about adapting it for kids. We ballooned the legs to give it more space for nappies and clothing underneath, as well as making it completely squat proof. We vented the back to give the upper ample space for growth and movement. But overall as well as being durable, we felt it looked super cool and stood out against other kidswear we had seen.
How important is sustainability to the brand?
The world is full of clothes. Especially for kids. So the single most important thing for us is making a piece of clothing that is built to last. Our collection is small for that very reason. For us less is more. The ultimate aim is for our KYC boilers to be worn for years on end and eventually handed down with plenty of life left in them. But it’s not just about the clothing, it’s about making something that requires less washing. Our dead stock fabrics are water-resistant nylon, meaning they can be easily wiped down, wasting less water washing them over and over again. We’re also making our garments locally, in a factory in East London near where we live. It’s important to us to use the community we live in and lower our carbon footprint.
Do you have a favourite piece from the collection?
We love the range we’ve created. For us it’s small but perfectly formed. Simple items that let kids let loose. But if we hand to choose, the KYC boiler would probably be our favourite. It was our first sample we had made and the first our son Koa kindly tested out. He loved it and that’s when we thought we were onto something and thought hopefully other parents might feel the same.
How are you managing to spin all the plates of motherhood, work projects, and launching a new brand?
To be honest, I don’t know haha! I’ve ALWAYS been a plate spinner since childhood. Growing up living the life between two cultures meant two ways of collaborating within social structures, so I guess I’ve always been used to multitasking!
I’ve always enjoyed and excelled at a number of things and now I’m making that a lifestyle! My core roles are mama, artist, broadcaster, and academic and I love that I can apply all those to Playing Out.
And finally, we love the focus on childhood adventures for Playing Out. Could you describe your perfect family day?
A Sunday, the sun is shining, coffee and park stroll, squirrel chasing and bird watching with a side of “scoot scoot” a good run round with the ball and a lonnnng afternoon nap!!
We’ve just come back from a family holiday to Greece and every day was a perfect family day. Watching Koa interact with the other kids, unlocking new words and moves was just magical!
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