Children’s apparel brand Carter’s has launched its first toddler-focused apparel brand, Otter Avenue, with reimagined adult-inspired looks.

Inspired by the practical needs of parents, Otter Avenue’s lineup features five signature styles with small details designed for toddlers’ daily activities, such as oversized buttons for small hands, front-back labels to prevent mix-ups, twirl-worthy skirts, and pockets.

The collection offers modern and on-trend silhouettes, and soft fabrics with a price starting at $10, now available on Carter’s selected stores and Otter Avenue’s website. 

“The moment kids begin to dress themselves is a milestone worth celebrating and one we are excited to be a part of with the launch of our first-ever toddler-focused brand,” said Kendra Krugman, CPO of Carter’s.