Founded in 1993, Aimer Group has grown from strength to strength, thanks to its emphasis on data. The luxury lingerie brand from China first burst onto the scene with its contemporary designs specially crafted for the proportions of Asian women. It also understood the value of craftsmanship, and tapped on several renowned partners such as UK-based Coats Group, the world’s largest thread manufacturer, and YKK, a Japanese-based company that produces the best zippers in the world.
The Group is so meticulous about lingerie that it runs an ergonomic institute specifically studying the human body. The data it gathers goes into creating its different collections. Today, it has a presence in Macau, the Middle East, and South-east Asia and operates four main brands—Aimer, La Clover, Aimer Men, and Aimer Kids.
The latter was established in 2009 and has grown from strength to strength in a severely under-tapped market. Before Aimer Kids, very few gave much thought to children’s undergarments. Just like its other brands, the Group used science and data to design underwear that catered to the needs of growing children from newborns to 16 years old.
It goes beyond the material. There are several collections in the Aimer Kids range for different needs. For example, there is an anti-mosquito collection, which repels mosquitos and insects, and sun-proof swimwear, which boasts an SPF, or sun protection factor, of 40. Experts usually recommend a minimum of SPF30 in hot and humid places like Singapore.
One of its latest advancements is the Milky Collection. Made from casein fibres derived from milk, the undergarments moisturise children’s skin, keeping them cool and hydrated. The fabric contains 17 essential amino acids for the human body and feels similar to silk. It’s also breathable and contains antibacterial properties, making it suitable for childen with sensitive skin. As the name of the fabric hints, you’ll feel as though you’re in a comfortable and refreshing milk bath. More importantly, the Milky Collection uses environmentally friendly printing and dyeing processes. The collection was a runaway success in China, with a campaign that boasted several tens of millions of impressions and a lot of attention from parents and children alike.
It doesn’t just stop there. All the products in Aimer Kids boast several technologies, including a one-stroke cutting method that prevents chafes on skin, integrated textiles without seams, and robust moisture absorption for active children who love to play.
The company has devoted so much effort into transforming children’s undergarments that it even has several China-based technological patents for its products. These include sports bras, transition undershirts for adolescent girls, and development bras.
The revamped flagship boutique in Marina Bay Sands is just the opening salvo in Aimer’s 2024 plans outside of China. The brand has inked agreements with several children-related creative IPs, including Ultraman, Disney’s Frozen, Peppa The Pig, and more. It’ll be releasing several collections related to these cartoons and characters for Aimer Kids. Perfect for your little one.
Aimer Kids is at B1-57, The Shoppes at Marina Bay Sands.
