Kawaii: it means cute in Japanese, and if you’re raising a kid in the Bay Area you’re probably already steeped in it. Mushrooms with faces, frowning rain clouds, birds perched on bright, childishly round trees; you’ve seen the graphics on bags and T-shirts in the trendiest kiddie boutiques. But what you may not know is that Loyal Army, one of the key progenitors of the style, is a local enterprise, designing and manufacturing its shirts, hoodies, onesies, and other gear in San Francisco.
Loyal Army’s primary customers are pre-pubescent girls (who buy Loyal Army shirts by the thousands from the Delia’s catalog) and hipsters in arrested development, but even little kids can get in on the trend. Loyal Army’s onesies, pajamas, and hoodies are super-soft, come in sizes up to 18 months, and feature designs so cute you won’t be able to stop yourself from squealing. How could you resist, for example, the Eat More Fruit onesie, liberally festooned with smiling produce and featuring long sleeves for (semi) wintry weather? It’s cute enough to lick.
Loyal Army’s clothing can be found at many boutiques in the Bay Area, at the Loyal Army retail store, 1728 Haight Street (at Cole Street), San Francisco, 415-221-6200, or online: loyalarmy.com.

