FIRST LOOK: Peter Alexander’s New ‘Play 4 Day’ Daywear Collection For Kids



Anything to do with dachshunds is always a hit in our household. Our eight-year-old sausage dog Bonnie is the star of the show in our family and our girls, Lottie, 4 and Arabella, 5, adore her...

So you can imagine the excitement when I turned up with a range of pieces from Peter Alexander’s new ‘Play 4 Day’ collection for the girls featuring the brand’s signature dachshund motif (and lots of other cute motifs such as unicorns, spots, stars and more).

Incorporating casual kids play, lounge, daywear and baby gifting, the range fills a gap in the market for parents searching for fun, functional play clothes for ages 0-12 years (check out their baby range – seriously cute!). As a mother of children with boundless energy, I’m always looking for clothes that my kids can run, climb, jump and everything in-between in. Clothing that they can play for hours in, that’s not restrictive (kids need to be able to move in their play clothes), something they’ll love wearing (hello playful motifs, bright, happy colours and fun slogans such as “girls are strong”) and pieces I can chuck in the washing machine after we’re done playing. The entire range is made with soft to touch yet durable fabrics, so perfect for playing.


“ We set out to create a wearable kid’s collection that children can enjoy being a kid in and that was also still very much Peter Alexander – fun, playful, and a bit cheeky ”

“We set out to create a wearable kid’s collection that children can enjoy being a kid in and that was also still very much Peter Alexander – fun, playful, and a bit cheeky!” says Peter Alexander.  “I definitely released my inner child creating this new line of playwear for kids! We know our customers love our sleepwear so it was really important to us that we didn’t lose the signature Peter Alexander look and feel.”

Working with his kidswear designer Angela McLardy, Peter has created two collections to launch the new range. The ‘You Brighten Up My Day’ collection is filled with cute slogans tees, animal rainbow prints and unicorn hoodies. All designed to be mixed and matched, there’s a colour and style to suit every kid on the go. The second ‘You’re A Star’ collection introduces glitter, stars and spots with cool slogans in a darker colour palette.


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To celebrate the launch of Play 4 Day, I picked some of my favourite pieces and then hit the playroom then the park with my girls. Happy shopping, mamas!

The new Peter Alexander Play 4 Day range is available in baby sizes 0-24 months, junior boys and girls sizes 2-6 and boys and girls sizes 8-12. The collection is available exclusively online at peteralexander.com.au and peteralexander.co.nz.


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