Krethaus and Severina Kids present Fox – unlike the rest of his kind he likes to eat acorns and only drinks fresh rainwater collected drop by drop in his water canteen. He’s a carpenter by trade and he resides in the hand drawn woods. His world is off white with black detailing. On a daily bases Fox takes the lovely cable car spanning the length of the woods from North to South. But, Fox knows there’s a bigger world out side of the forest, he’s ready to travel the world on an open ticket (guided by Severina kids) with his suitcase bursting with acorns, stocked he’s ready to go. We like Fox and his attitude to life, let’s find out more.
Fox is the creation and result of a collaboration between Krethaus and Severina Kids. Founder and designer of Severina kids Alejandra Salvatore tells us more about this project.
How did the collaboration come about ?
I met Krethaus in 2012 when I was temporarily based again in Buenos Aires after living in Madrid for 10 years. Krethaus is a remarkable Argentinian furniture brand and Severina was also well known in the market at that moment, so we were introduced by a common friend. Recently Karina and Vanesa (Krethaus owners and designers) wanted to add a soft toy to their textiles collection, so they asked me to design it.
Was there a brief ? or ‘free range’ to create ?
I had complete freedom. They were thinking of a particular animal, but after I immersed myself into Krethaus patterns and materials, I immediately knew the animal was already there, and its environment too. So I imagined a story where the fox was a carpenter and it gave life to a concept that guided me to imagine and design four pieces: the Fox doll, the Acorn Rattle, the Cable Car Garland and the Woods Mobile. Together we designed the packaging and the textile labels that are also a signature of their brand.
Where does your love of story telling stem from ?
As a seasoned architect and also with five years working as a fashion designer there is no way for me of designing anything without a concept. I’m always imagining stories that guide me through the design process, it doesn’t matter if the result is a house, a dress, an accessory or a doll. It is so clear for me! Once I imagine the story as a script, the rest lies in it: the character, the textures, the fabrics, the packaging, everything.
A quote about the collaboration, please ?
Always better with friends!
The collection is available at Severina Kids.
Katie Kendrick
Katie is a specialist in kids’ fashion and lifestyle, editor, consultant, content creator, and owner of Pirouette - a leading resource to the industry.
With a keen interest in both the business and creative aspects of the industry Katie has interviewed buyers, agents, stylists, designers, influencers, covered runway shows, produced trade show reports and curates thought provoking and engaging exhibitions.
She is passionate about good design, creativity and brands that manage to combine this with their environmental responsibility.
Subscribe to Pirouette's monthly Newsletter.
You might also like
December 19, 2014
Let me Grow by Severina Kids
Based on the story of two girls who meet in Kew Gardens and become forever friends, Argentinian brand Severina Kids developed Let me Grow, a cute collection of objects. Handmade soap, Paper…
June 12, 2013
Create your own : 3 products kids will love
Kids love to create and most parents love things that are engaging their children's imagination. Pirouette picked up three brands with interactive features : Monkies (draw on your shoes), Giokit…
June 8, 2013
Cute Graphic Tees for Kids
Belgium brand Made by Wolf just launched Chief Lion, their brand new T-shirt illustrated by David Litchfield, a super-talented upcoming artist from Bedfordshire (UK). Brother and sister Tuur and…
February 4, 2013
Ethicool Kids Fashion
New Generals was one of the highlights at CIFF Kids Copenhagen. I have to confess that I am not a big fan of children's catwalk shows but I enjoyed this one, for its clean lines and cutting edge…
August 11, 2011
Kids Love NY
When I ask, in my interviews, what city they dream to visit, kids very often answer New York (parents too!). From a very young age children will immediately connect with the city which never sleeps.…
October 11, 2010
Enter the lovely world of Severina Kids
. Alejandra lives in Madrid where she creates Severina kids, a collection of fun dolls and unique stuffed creatures. All the products are handmade in limited editions with quality…
June 15, 2010
More Shanghai kids!
I have to say, it's fun to photograph Chlidren in the streets of Shanghai. The parents are very open to the idea, not to say that they seem very proud, and the kids might be a bit shy but in…
May 2, 2010
New York Kids
I met these kids on Lafayette. They were walking with their friendly mum (hard to find parents who allow pictures of their children to be posted on internet). With their incredible energy, their…
March 15, 2010
Stimulating kids
Spanish brand yporqué features a whole range of fun products designed in Barcelona and manufactured in Portugal. Initially, the collection was conceived as a whole new concept:…