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The problem with young kids isn’t what you might think. It’s not that they can’t communicate well, pull their own weight, or control their bodily functions. No, the real problem is they’re just not cool. Shy of getting a nose ring or trendy fauxhawk, however, there’s help for tykes everywhere thanks to a two-year-old clothing company that, according to “Access Hollywood,” is “setting a new trend for tots – skater chic.”
Little Ruler, founded in September 2004 by ‘80s skateboard legend Jeff Kendall and his wife Maureen, was inspired in part by Jeff’s former profession and in part by the birth of their two sons: Cole (now 5) and Parker (3). “Until we had Cole, I had no idea just how hard it would be to find cool clothes for kids,” admits Jeff, who says nothing about how uncool it is to spit up on dad when he’s feeding you strained carrots.
Luckily, with Jeff’s senior marketing position with NHS, a Northern California skateboard, snowboard and surfboard manufacturer, he was able to custom-print some one-pieces and junior t-shirts with cool brand logos. Maureen recalls, “When our kids wore this stuff, the reactions from people made us realize that skaters and skate fans of our generation may have become parents, but they haven’t lost their passion. So we founded Little Ruler to share that passion with the little ones in their lives.”
Not that Little Ruler appeals solely to skaters and skate enthusiasts. The San Jose Mercury News crowned the brand its “Find of the Week,” its punk styles have graced the pages of parenting and entertainment magazines, and “Access Hollywood” spotlighted its rising popularity among the celebrity mom set. For dressing her kids Maddox and Zahara, Little Ruler is Angelina Jolie’s “favorite fashion line,” and new moms Britney Spears, Jennifer Garner and Gwen Stefani, as well as new dad Jason Lee, have also embraced the brand for its “edgy style with attitude.”
Since its launch, the San Jose, California-based company has more than tripled its business, while expanding its product line to include fifteen licensed brands (such as Independent Trucks, Santa Cruz Skateboards, Skateboarding Is Not A Crime, Nor Cal and Thrasher Magazine) and nearly as many punk bands (including The Ramones, Green Day, Vandals and Social Distortion). “Most of the brands and product we carry are exclusively licensed and have never been available to infants and toddlers before,” says Jeff Kendall.
Utilizing soft premium cotton, and 50/50 blends for its outerwear, Little Ruler offers a range of tees, onesies, jackets, shoes and headwear. True to its skater-punk roots, the colors tend toward black, grey, navy and red; for girls, the company is venturing into a more sporty palette including olive, lavender and pink. The price point certainly hues to a punk sensibility: $14 for one-piece items up to $28 for hooded sweatshirts. Sold primarily online www.LittleRuler.com, Little Ruler is also available through select skate/surf shops in Northern California, Virginia Beach, Virginia, and its first international outpost in Belgium.
Jeff Kendall grew up in Indianapolis, where he discovered and embraced skateboarding in 1978. Seeing more opportunity for growth and travel among the Northern California skate community, he made the decision to ride for Santa Cruz (NHS) in 1985 and turned pro soon thereafter, competing on the circuit until 1992. Among numerous awards, he earned second place in his first pro contest in Southern California and was ranked third in the world in 1989. Seen in the classic skate films Wheels of Fire (1987) and Streets on Fire (1989), Kendall has remained in the skate world as team manager for Santa Cruz Skateboards and senior marketing director at NHS.In July 2007, he was promoted to Vice President of NHS,Inc.
Maureen Kendall, a native of the San Francisco area, grew up in nearby Almaden (San Jose). She graduated from San Jose State University, receiving her Bachelor of Arts in Industrial Organizational Psychology and going on to bring her corporate skills to Netscape and a variety of startups as a human resources consultant. Maureen met Jeff Kendall in 1996 and soon after entered a new career, motherhood, before co-founding Little Ruler in 2004.
customercare@littleruler.com
Little Ruler, founded in September 2004 by ‘80s skateboard legend Jeff Kendall and his wife Maureen, was inspired in part by Jeff’s former profession and in part by the birth of their two sons: Cole (now 5) and Parker (3). “Until we had Cole, I had no idea just how hard it would be to find cool clothes for kids,” admits Jeff, who says nothing about how uncool it is to spit up on dad when he’s feeding you strained carrots.
Luckily, with Jeff’s senior marketing position with NHS, a Northern California skateboard, snowboard and surfboard manufacturer, he was able to custom-print some one-pieces and junior t-shirts with cool brand logos. Maureen recalls, “When our kids wore this stuff, the reactions from people made us realize that skaters and skate fans of our generation may have become parents, but they haven’t lost their passion. So we founded Little Ruler to share that passion with the little ones in their lives.”
Not that Little Ruler appeals solely to skaters and skate enthusiasts. The San Jose Mercury News crowned the brand its “Find of the Week,” its punk styles have graced the pages of parenting and entertainment magazines, and “Access Hollywood” spotlighted its rising popularity among the celebrity mom set. For dressing her kids Maddox and Zahara, Little Ruler is Angelina Jolie’s “favorite fashion line,” and new moms Britney Spears, Jennifer Garner and Gwen Stefani, as well as new dad Jason Lee, have also embraced the brand for its “edgy style with attitude.”
Since its launch, the San Jose, California-based company has more than tripled its business, while expanding its product line to include fifteen licensed brands (such as Independent Trucks, Santa Cruz Skateboards, Skateboarding Is Not A Crime, Nor Cal and Thrasher Magazine) and nearly as many punk bands (including The Ramones, Green Day, Vandals and Social Distortion). “Most of the brands and product we carry are exclusively licensed and have never been available to infants and toddlers before,” says Jeff Kendall.
Utilizing soft premium cotton, and 50/50 blends for its outerwear, Little Ruler offers a range of tees, onesies, jackets, shoes and headwear. True to its skater-punk roots, the colors tend toward black, grey, navy and red; for girls, the company is venturing into a more sporty palette including olive, lavender and pink. The price point certainly hues to a punk sensibility: $14 for one-piece items up to $28 for hooded sweatshirts. Sold primarily online www.LittleRuler.com, Little Ruler is also available through select skate/surf shops in Northern California, Virginia Beach, Virginia, and its first international outpost in Belgium.
Jeff Kendall grew up in Indianapolis, where he discovered and embraced skateboarding in 1978. Seeing more opportunity for growth and travel among the Northern California skate community, he made the decision to ride for Santa Cruz (NHS) in 1985 and turned pro soon thereafter, competing on the circuit until 1992. Among numerous awards, he earned second place in his first pro contest in Southern California and was ranked third in the world in 1989. Seen in the classic skate films Wheels of Fire (1987) and Streets on Fire (1989), Kendall has remained in the skate world as team manager for Santa Cruz Skateboards and senior marketing director at NHS.In July 2007, he was promoted to Vice President of NHS,Inc.
Maureen Kendall, a native of the San Francisco area, grew up in nearby Almaden (San Jose). She graduated from San Jose State University, receiving her Bachelor of Arts in Industrial Organizational Psychology and going on to bring her corporate skills to Netscape and a variety of startups as a human resources consultant. Maureen met Jeff Kendall in 1996 and soon after entered a new career, motherhood, before co-founding Little Ruler in 2004.
customercare@littleruler.com
866-767-4062
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