Wouldn’t it be something if your clothes could talk? A new children’s clothing brand, co-founded by former Washington University students, combines technology and fashion to bring a child’s wardrobe to life.
Washington University alums Jessica Landzberg and Olivia Putterman, who met in St. Louis as undergrads, are part of the team behind the Wonder Togs brand. This month, the brand introduced its first product, Talkin’ Tees, which has a tap-and-play feature to bring zoo animals to life with music and educational entertainment.
Landzberg, who describes Putterman and herself as “total retail nerds,” first partnered as founders of Pareto, a sustainable women’s clothing brand introduced in 2020.
“For the past few years, we’ve been fascinated with the idea of physical products (like clothing) having a digital aspect,” Landzberg said. “When Olivia became a mom, we realized how uninspiring getting dressed is for kids and for their parents. It happens multiple times a day and is considered a chore by all. Instead, we believe these moments should be inspiring imagination and learning.”
Landzberg says after putting their heads together with veteran marketers Brian Clever and Norty Cohen, the group gave birth to Wonder Togs.
“We’re weaving ‘wonder’ into the very fabric of daily life for kiddos. And the word, ‘togs,’ actually means clothing!” she said.
Landzberg adds she and her partners are intentional about the musical and educational content featured in the brand’s clothing. The company has partnered with a Nashville-based creative and musical team of songwriters, performers and producers to develop the product’s catchy tunes.
“We believe clothing should be a catalyst for learning, creativity, and play,” Landzberg said. “The song lyrics, melodies of the songs, and character animations are all designed by our creative team to foster those three things.”
For example, using the lyrics of each song to teach kids about animals, the musicians incorporate specific instruments to encourage children to dance and sing along, Landzberg notes.
With just one tap of a phone, each shirt’s “Wonder Patch” unlocks two original songs and animated fun facts hosted by Popsicle Penguin, with content ideal for children ages 2 to 6.
Three zoo animal designs are available for the upcoming holiday season: Gerry Giraffe, Kiki Koala and Ali Gator. Each comes with a Wonder Patch, safely sewn onto the bottom of the organic cotton, unisex shirt and powered by NFC (Near Field Communications) technology. The shirts, available in sizes 2 to 6, cost $35 each and are available directly on the Wonder Togs website.
