Teddy bears have become a mascot of sorts for The Elder Statesman designer Greg Chait. For his Fall ’13 presentation, he commissioned a seven-foot-tall stuffed bear from scraps of cashmere that accumulated in his Los Angeles studio. And for the introduction of his new kids’ collection, which will hit stores in December, Chait has whipped up some pretty irresistible pint-size teddies. In order to launch the children’s range—which, in addition to stuffed animals, will include blankets, diaper covers, miniature versions of his signature cozy knits, and more—Chait has created a playful video, which debuts exclusively here. The flick stars a bear named Tomate, who is the female protagonist’s former love interest. The latter reminisces about their good times together—rollicking around in bed, riding in convertibles, dining together, reading him passages from The Autobiography of Benjamin Franklin—during which she models The Elder Statesman’s wares, naturally. “We decided to give it a funny adult theme, because it’s the parents [who are] doing the buying,” Chait told Style.com. “My 3-year-old daughter is always asking me to tell her new bedtime stories, so I made up one about a bear named Tomate, and we went off of that idea for the video, which kind of captures the brand’s free-spirited vibe.” He continued to explain that children inherently appreciate the luxury materials that are the raison d’être of The Elder Statesman. “My daughter has been around a lot of cashmere, and she can tell the difference even if she doesn’t understand the word,” he said. Cashmere for kids (and parents) who appreciate the finer things in life was a logical next step for the label.
The Elder Statesman’s children’s range will be available in December on elder-statesman.com and at select retailers.
— Brittany Adams
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