City Threads started out making “New York” embroidered sweatshirts for kids and the company grew from there into a full line of kids’ clothing. Co-Owner Joe Willis explains how the company got into making underwear for kids, and how that line’s sales surprised both he and fellow co-owner and wife Shayna Samuels. As Joe tells it, “My wife and I started this company before we had kids… a couple years before our oldest son was born. And when he was born we basically could cover him from head to toe. We could put shirts on him, pants on him, hats on him, pajamas… but then it was time for him to get underwear, and so we’d buy it from [a big box store] because we didn’t have any [underwear products] of our own, and it was just the most uncomfortable – it felt like like an old, used dish rag. It was awful… That was a turning point for our brand because then we started to make our own underwear. It seems very improbable because, you know, underwear [from a big box store is] cheap, but we sort of went the route of, ‘We don’t care, we want to make something comfortable.’ And we did it basically because our kid needed it, and then it turned out… to be our best selling product.
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