This Spanish sweetheart of  fashion continues to amaze and delight.

Stop by any children’s trade show, market center floor or showroom these days, and one word seems to dominate buyers’ conversations:

Desigual. With that unusual “s”.

Pronounced de’-zē-gwal and roughly translated from Spanish to English as “different, unequal,” this global apparel company for people of all ages continues to take the children’s market by storm – thanks to a characteristically different, optimistic, uninhibited approach to clothing and accessories. The company’s eye-popping colors and innovative designs dress kids in all shades of happy. The company even teamed with Cirque du Soliel on the Rainbow collection, an artistic line for little ones inspired by the magical world of the circus.

Headquartered in Barcelona, Spain, the company makes clothes that touch the emotions. Producing at sites worldwide, carefully selected for their exacting ethical codes, Desigual designs surprise attendees each year at events such as MAGIC Marketplace Las Vegas, Bread & Butter Berlin, Who’s Next Paris and more –it’s now available for children’s buyers at The Rose Garden in New York … not to mention shoppers everywhere.

Quality of Life Clothing. Thirty years ago, Swiss-born founder and creative director Thomas Meyer envisioned a future where people dressed in a different way, in clothes that helped generate positive feelings, affordable to all. Ever since, Desigual – the business and the brand – emanates positivism, commitment, tolerance, constant improvement, innovation and fun. Today’s huge staff encompasses at least 30 different nationalities. For those that work – and wear – it, Desigual is a state of mind, as reflected in Desigual Kids’ optimistic, carefree mood – a kids collection that’s been introduced every season since 2004.

Desigualization. Desigual already enjoys a significant presence in the American market -and this is just part of the company’s future focus: to ‘desigualize’ the world. Perhaps it’s the fact that the company is wholly committed to the customer, creating experiences for them and getting them to share in the evolution of the brand. Or maybe it’s the founding philosophy inherent in each new collection.

Whatever attracts kids and parents to Desigual, it’s working.

• Children’s Retail Today publishes new posts on Tuesdays, Wednesdays and Thursdays. If you want to get the word out about your innovative, imaginative and inspiring products for children, contact me today! Portions re-purposed from Desigual – A Global Sensation, written by Beth L. Gainer for HUDSON’S Childrenswear Review.