In recent years, numerous well-known retailers such as Old Navy, Nordstrom, and Forever 21 have released shirts featuring the phrase “Boys Will Be Boys.” While this may seem innocuous at first glance, the phrase often serves to excuse undesirable behavior. Walk into any major store, and you’ll find clothing emblazoned with slogans like “Ladies’ Man,” “Mom’s Little Rebel,” and “100% Beast.”
However, unlike many parents, Jenna Mitchell took notice of this trend and felt frustrated by it. She realized that boys’ clothing often promotes antisocial behavior or glorifies competition and sports. She couldn’t envision her sensitive son, Liam, wearing any of those messages.
In July 2015, while still employed at Amazon, Jenna created her first design: a shirt that read “Mr. Kind,” because, as she expressed, “There was nothing that celebrated my son’s gentle nature.” This was the inception of her brand, Kind Kids Apparel. Jenna continued to develop new designs and, by 2016, she transitioned to managing the brand full-time. Her mission? To combat negative stereotypes and gender bias in children’s clothing through uplifting messages and stylish designs.
While she offers a fantastic line for girls and even adult apparel (she particularly loves the “Love Yourself” collection), Jenna’s passion lies with boys’ clothing. “Boys are often pressured to be tough and competitive,” she explained. “I believe happiness comes from being a good person. It’s unfair to teach our sons that they shouldn’t strive to be kind.”
To illustrate her point, she shared the story of her son, Liam, who adores cats. Despite his affection for these furry creatures, he was unable to find a suitable cat-themed shirt because, traditionally, that imagery is seen as feminine. When they discovered Kind Kids Apparel’s “I’m a Cat Guy” shirt, Liam was overjoyed, displaying his excitement with dramatic flair.
Jenna noted, “Why can’t boys like cats? I wanted to create a shirt for boys that celebrates their love for all things cute and fuzzy.” Her designs aim to challenge toxic masculinity, with shirts that convey positive messages such as “Boys Will Be Good Humans” and “Love Is My Superpower.” These shirts encourage boys to embrace both kindness and strength, featuring designs representing butterflies and bunnies, alongside traditionally masculine themes.
One impactful moment for Jenna occurred when she sent her son to school wearing the “Boys Will Be Good Humans” shirt on the day a controversial tape featuring a certain former president surfaced in the news. She didn’t anticipate the timing but felt compelled to share a photo of Liam, captioning it with, “May he never dismiss degrading talk about women as ‘just locker room talk.’” This moment led to a surge in her business, as it resonated deeply with many parents.
Jenna’s commitment to social responsibility extends beyond the messages on her shirts. All apparel is ethically produced, free from sweatshop and child labor, and made with eco-friendly inks. Employees are compensated at or above Seattle’s minimum wage, with benefits like paid sick leave. “It would be contradictory to promote ethical behavior while using sweatshop labor,” Jenna emphasized.
She strives to keep her shirts affordable, aiming for a price point comparable to mainstream retailers. Currently, Kind Kids Apparel offers shirts like Liam’s favorite cat tee for around $16.95, making it a more budget-friendly alternative to many boutique options. With the brand’s growth, Jenna is carefully planning future releases, including her first official collection arriving this fall.
“I receive so much feedback from parents,” Jenna shared. “Many express how their sons are more excited than ever to wear our shirts now that they can read.” She noted the frustration when children’s merchandise fails to include female characters, reflecting a broader issue in gender representation.
Through her efforts, Jenna and Kind Kids Apparel are reshaping the narrative around boys’ clothing, challenging stereotypes one shirt at a time. For more insights on this topic, check out this post on home insemination kit. If you’re interested in boosting fertility, Make a Mom is an authority on the subject. Additionally, ACOG offers valuable resources for pregnancy and home insemination.
Summary
Kind Kids Apparel, founded by Jenna Mitchell, seeks to redefine boys’ clothing by challenging the “Boys Will Be Boys” stereotype through positive messaging and stylish designs. The brand emphasizes kindness and emotional expression while maintaining ethical production practices. Parents are responding positively, with many children thrilled to wear shirts that reflect their individual interests rather than traditional gender norms.