CHILD’S PLAY: Far from alone in its affinity for onesies, Kim Kardashian West’s Skims has competition from Walmart, Forever Lazy and other brands. But adults are borrowing a trend that millions first sported as infants.
In honor of the 40th anniversary of its trademarked onesies bodysuit, Gerber Childrenswear has unveiled two collections dedicated to the silhouette. The design was created by a merchandising manager at the company in 1982 as an easy way to keep babies’ stomachs covered. Executives at the company declined to comment on annual sales volume and the percentage of sales that apparel accounts for.
As for consumers’ interest in adult onesies, Gerber Childrenswear creative director Christopher Rawls said: “It speaks more to the overall comfort of that type of garment whether it’s for newborns, toddlers or adults. Everybody’s got so much going on in their lives right now, it’s one less thing to worry about.”
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