DapperLads Boy

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The DapperLads Family
DapperLads began in 1998 with an early web presence devoted to adding a more youthful handsomeness and style to boy's special occasion and holiday clothes. As the first, or close to it, on the web with a children's clothing store devoted just to boys clothes, DapperLads quickly found its niche. A fondness for the olden day styles of boy's clothing turned into the cornerstone of DapperLads looks. Affordability was key from the start in connecting with young moms often limited budgets and fast growing boys. "Why spend a lot if they might only be wearing the suit once?" owner, Becky Rosen, philosophized. Variety was also key as a way to combat sameness in the boy's clothing market. Lots of color choices and a full array of accessories for boys provided the backdrop for adding spirit, creativity and self-expression into the look of each dapper lad. Along the way, girl's clothing was added for brother-sister matching clothes and communion. The main category departments have remained the same while the DapperLads clothing store continues to evolve and seek new expressions for all of its cherished lads - and lassies. Pictured above are the original DapperLads models, sons Grant, Mitchell and Jake.
The DapperLads Story
My husband, Steve, a software engineer, had a work project to deliver to their client a web version of the product. He had to quickly learn web languages and ask me to give him an idea to play with to learn to build a web site. Having three boys and always feeling discouraged with shopping in department stores at the over site in stylish boy’s clothes, I quickly suggested a clothing store for boys. I picked the name, DapperLads, because I envisioned outfits for young boys with a genteel look of Victorian era England - something between tees and jeans or little men’s suits. The dummy site, without trying, was somehow discovered and we started getting e-mails from moms asking when we were going “live” as they were desperate to find cute boy's clothes for various upcoming occasions. Steve’s words at the time were “like it or not, you’re going into business” and off we went… Thank you, dear customers. Becky and Steve Rosen