Nico Nico, a Favorite of the Tiniest Trendsetters

By Jane Sung
November 7, 2011

Sue Tsai

Sue Tsai, founder of organic children's clothing line Nico Nico with her son, who she named her collection after

Sue Tsai, creator of the organic kids’ clothing line Nico Nico, has over a decade’s worth of fashion experience under her belt, from apparel design to editorial and celebrity styling. But it wasn’t until she gave birth to her son, Nico, five years ago that Tsai realized where she really wanted to channel her talent. Tsai says, “After Nico was born, I found that it was really difficult to find great basics that weren’t generic, or graphic tees that weren’t goofy with bad graphics that were ‘boy’ driven.” She found her own solution by creating Nico Nico, a line of modern and stylish yet comfortable childrenswear that is far from juvenile and, most importantly, that Nico loves to wear.

This Angeleno talked with us about designing threads for tots and her own personal shoe obsession.

The Inside Source: Tell us about your experience with fashion and how it plays a role in your designs?

Sue Tsai: I've been a designer for over a decade. I started in women's contemporary and evolved into childrenswear after the birth of my son. I got into styling about nine years ago and I still style part time. Lingerie was a little venture that I dipped into just before my son was born. I couldn’t really find simple, sweet lingerie that wasn’t padded and lifted. So I created Story of Love. The line stopped when I got pregnant, although I would love to explore that avenue in the future.

My experience plays a big part in my designs for Nico Nico—I can imagine a style before actually seeing the finished product. Also, I try to stay current with what's going on in fashion while still doing my own thing.

Sue Tsai

Nico Nico Fall 2011

The Inside Source: What kind of vibe were you going for in creating the line?

Sue Tsai: I always like the effortless look with great detailing—nothing too over-the-top. It’s usually how I dress, and I wanted to translate that into childrenswear. [I use] sophisticated colors with pops of accent colors while still keeping it fun and fresh.

The Inside Source: Why organic and sustainable?

Sue Tsai: It is important to stay connected and responsible in regards to our environment. There’s only one world, and we have to take care of it the best we can.

The Inside Source: What was your inspiration for the fall collection?

Sue Tsai: The theme for fall ’11 is "Beyond the Horizon." The story revolves around the wonder, expanse and beauty of the mountains. I wanted to capture the sense of exploration through a little explorer’s eyes.

The Inside Source: What are some of your favorite pieces from this collection?

Sue Tsai: I love all the graphics, the sherpa vest and the one piece long john.

Sue Tsai

Nico Nico Fall 2011

The Inside Source: What are some trends in childrenswear that you're seeing?

Sue Tsai: In general, I see the more interesting kids’ lines making great clothing that appeal to adults as well—not just “kids’” clothing that embodies an expectation of how kids should dress without regard to fit or sense of sophistication.

The Inside Source: What do you love most about kids’ fashion?

Sue Tsai: That it has evolved so much from the traditional children's looks to pieces that we would want to wear.

The Inside Source: How do you see kids approaching fashion?

Sue Tsai: I think they look to express themselves much like adults do, but I think they do it with less restraint or convention in mind; they don't have the rules we do.

The Inside Source: What inspires you when designing the line?

Sue Tsai: When I design, I usually design from a mother's point of view. I think about what I would like to see on Nico and what he's missing in his wardrobe. That's usually the first step and the rest of my inspiration comes from traveling, movies and whatever I'm into at the moment.

Sue Tsai