Moore Maxxam launches kidswear using key ultra-stretch fabric

By

Sandra Halliday

Published
Mar 31, 2021

A new premium clothing brand has just been launched with Moore Maxxam aiming to “create a collection of revolutionary, sustainable, comfortable, and multi-purpose slow-fashion clothing”. Kidswear has come first and adults' clothing should follow, although there’s no specific timetable for this.

Launching online this week, the family team behind the brand has started with the Mini Maxx collection for kids aged six months to 14 years. 

It's based on Rosemary Moore’s 1980s invention of Maxxam fabric. It was known for its four-way stretch and one-size-fits-all properties, predominantly for adult ranges and swimwear.

The current Maxxam material is made from polyamide and Lycra-branded elastane. The polyamide and elastane are sourced from a partner mill in Italy. The yarns are OEKO-TEX certified. And the polyamide is Nylon 66.

Moore and her daughter Iona originally co-founded Moore Maxxam “as they felt the younger generation should enjoy its incredible characteristics” with another daughter, Misia, also now on board. 

The company said “fun, colour, and movement permeates through the entire brand”, which is available at mooremaxxam.com. 

There are four pieces: a bodysuit, a playsuit, long shorts, and a vest top priced from £50 each – “all designed to be multi-activity so you can dance, swim and play”. 

They come in bold orange, blue and citrus yellow, but the key point is the stretch properties. The 100% stretch means each piece can double in size so only three sizes are needed. 

The pieces come in small, medium, and large and the company said even adults can fit into the medium and large sizes. The smallest size (six months to three years) is also designed to fit around a nappy.