Finding Foxtale is merging storytelling with fashion for a new brand targeting young girls.
Founded by Kimberly Inskeep — who is behind women’s clothing brand Cabi — Finding Foxtale is launching later this month with the goal of re-engaging young girls ages four through nine away from social media, according to the founder.
“I’ve personally been concerned for a number of years about the impact of social media on our young children,” Inskeep said. “These notifications are trying to grab their attention, keep them engaged and they’re designed to keep them glued to their screens and respond with a sense of urgency.”
With this mission, Inskeep leveraged her experience in the fashion industry and teamed with author Madeleine Hewitt to create Finding Foxtale. The clothing brand started with Hewitt writing storybooks focusing on five characters that live in “Foxtale Forest.” Based on these stories, Inskeep and her designer created a line of clothing that can be purchased and that the characters are depicted wearing in the books. Each purchase is accompanied by a storybook.
Styles from Finding Foxtale.
Courtesy of Finding Foxtale
Finding Foxtale furthers its mission of re-engaging young girls by hosting pop-ups across the country where girls and their parents can come together and participate in activities and games with other Finding Foxtale fans.
“This combination of style, stories and relationships we hope redirects their sense of engagement and gets them interacting with these characters and the values that we promote through the stories, which are honesty, bold joy and true friendship,” Inskeep said. “Then, we are hoping that this is something that will hook these little girls into wanting to see what develops with these characters and what new characters emerge.”
Inskeep explained that each storybook ends with a cliffhanger, which is meant to encourage the young girls to want to continue the book series season to season.
The brand is also launching a charitable organization, called Tales of Joy Foundation, to give back to disadvantaged children. The organization’s first initiative is working with an orphanage in Kenya to support their work in housing children and their educational programs.
Going forward, Inskeep plans to expand Finding Foxtale to offer boy’s clothing and to introduce male characters into the stories. She also has plans to introduce girls’ accessories and jewelry.
