Peek…Aren’t You Curious (

Peekarentyoucurious.com

), an innovative new line of upscale kids clothing by former Lucky Jeans and Gap executives, has come charging out of the starting gate since its founding in June 2006.  With four existing Peek stores, in excess of 50 wholesale accounts, a full service e-commerce Web site and ambitious plans for four new store openings in 2008, Peek’s charming designs, superior quality, exceptional fit, and unique parent-oriented Peek shopping experience have combined to more than validate the founders’ perception that there is a significant vacuum to be filled in the children’s clothing marketplace.

The company has also recently secured a $5 million second round of funding.

Peek presents a collection of simple yet sophisticated children’s clothing designs and fabrics that mirror the contemporary adult marketplace.  Designed for newborns to 10-year-olds, Peek clothing is characterized by qualities that adults demand in their own wardrobes:  thoughtful details, quality materials and workmanship, and stylish finishing work.  Sourcing beautiful fabrics and prints from around the world, the Peek team creates clothes that are high-quality and functional, easily mixed and matched, and designed to appeal to a child’s sensibility as well as please a parent’s sense of style.

The brainchild of three illustrious industry veterans — Amy Hennisch Williams, formerly executive vice president of Lucky Brand Jeans and senior vice president at Gap; Tina Canales, formerly vice president at Gap; and Scott Williams, formerly regional manager at Lucky Brand Jeans — Peek…Aren’t You Curious was born from the principals’ dissatisfaction with the clothing available for their own young children.

Peek is a brand and an experience that’s all about story-telling,” said President Amy Hennisch Williams.  “From our six sub-brands to our in-store experience, everything flows from the idea that childhood is a precious gift, that children’s clothing is another way to celebrate the magical bond between parent and child, and that happily peeking back into our own childhoods can make us better parents and enrich the parenting experience.”

Peek clothing is available through three distribution channels:  stand-alone Peek stores, specialty stores and better department stores (currently including Barney’s New York, Mud Pie, This Little Piggy, and Chasing Fireflies); and e-commerce via

Peekarentyoucurious.com

, which also provides extensive parenting community content. 

Peek aims to reinvent the baby and kids shopping experience by establishing itself as a trusted editor in the ever-expanding children’s market,” said Scott Williams, Direct-to-Consumer.  “The Peek customer is fashion conscious, discerning, modern, and appreciates well-made, well-designed products — savvy adults who yearn for stylish accoutrements for their kids.  This customer is not currently being served by the children’s apparel marketplace.”

The Peek line is currently presented in six proprietary sub-brands, each with a distinct look and feel that plays to the imagination and taste of both parents and children.  All are made with meticulous attention to detail and from the highest quality fabrics available — Liberty prints, fine Japanese cottons, garment dyed knits, premium denim — and washed to perfection:

Sargent Fletcher is based on the imagery of adventure and exploration that girls and boys take through their imaginations.  Featuring cargo and “scout” inspired pants and shorts and stylish Guevara shirts for boys, embroidered Indian khurtis and embroidered skirts for girls, all with a graphic package that speaks to exploration and discovery in faraway locales.

Surf Royalty is inspired by California’s legendary surf culture for both girls and boys, including comfortable sweatshirts, casual bottoms, board shorts and colorful print dresses.

Williams and Sons is an iconic American sportswear collection designed exclusively for boys.  It includes washed cotton twill khakis, reminiscent graphics and shadow plaid western shirts — an All-American collection with unexpected details and nuance.

Fleur des Champs is inspired by a young girl engaged in a fancy tea party with invisible friends surrounded by a field of wildflowers.  This is an eclectic collection featuring gingham western shirts, long sleeved tees, and Liberty print skirts that allow little girls to be a fairy princess, a cowgirl and a ballerina all on the same day.

Little Peanut, inspired by the newest bundles of joy and their “peanut” size, these long sleeved dresses, wovens, short sleeved tees, diaper covers and hats are all garment dyed in a beautiful range of colors to make every parent’s “little peanut” the best dressed baby on the block.

Craft Dungarees is a denim line incorporating the raw elements of distinctive hardware and stitch detail to create authentic yet fashionable styles that reflect Peek’s dedication to quality and craftsmanship.

“The Peek brand is about telling a story and extending an experience that customers can relate to,” noted Chief Merchant Canales.  “In contrast to the disposable, brightly colored, cheaply made items that currently define the children’s apparel marketplace, our goal is to present high-quality, expertly-crafted clothes that are playfully inspired, stylishly practical, and transcend the boundaries of generations, while also being machine washable and ready to wear.”

Peek…Aren’t You Curious has also partnered with industry talent not otherwise involved in children’s fashion to bring fresh ideas into the kids market.  These design partnerships include Matta NYC, Vato, and

golfini della nonna.

Peek stores encourage customers to browse among an expertly edited assortment of children’s clothing, books, shoes, and gift items in an environment designed to celebrate childhood, delighting adult sensibilities with found objects, family photos and dark wood finishes while piquing the customer’s curiosity to discover more.  “From our clothing to the Peek retail experience, our aim is to strike an artful balance of sophistication, nostalgia and wit,” added Canales.

There are currently three Peek…Aren’t You Curious boutique locations:  Santa Monica, California, The Village in Corte Madera, California, and Kierland Commons in Scottsdale, Arizona.  Plans call for four more Peek stores to open in 2008, starting with The Americana at Brand in Glendale, California on May 2.