Sleepwear King, Peter Alexander is branching out and taking a new direction with the launch of his first ever kids daywear collection, Play 4 Day. Playgrounds will never be so colourful with a splash of cool and comfy kidswear that includes casual kids play, lounge, daywear and baby gifting.

The new Play 4 Day range has launched just in time for the cooler season and is available in Baby sizes 0-24 months, Jnr Boys & Girls sizes 2-6 and Boys & Girls sizes 8-12.

Peter’s designs have always been unique, filled with his sense of humour, relaxed style & playful use of colour. These elements continue with his Play 4 Day range bringing together original prints, fashion shapes and soft but durable fabrics and adding unexpected slogans and trims to make your kids stand out from the playground crowd.

“I definitely released my inner child creating this new line of play wear for kids! Alexander says. We know our customers love our sleepwear so it was really important to us that we didn’t lose the signature Peter Alexander look and feel.”

Working with his Kidswear Designer Angela McLardy, Peter has created two collections to launch the new range. The ’You Brighten Up My Day’ collection is filled with cute slogans

tees, animal rainbow prints, unicorn hoodies and eager beaver motifs. All designed to be mixed & matched, there’s a colour and style to suit the likes of any fussy kid on the go. The second ‘You’re A Star’ collection introduces glitter, stars & spots with cool slogans in a darker colour palette. The entire range is made with soft to touch yet durable fabrics ensuring long life for kids on the hop, skip and jump.

Price points range from $29.95 AUD for a Baby’s t-shirt to $69.95 for a Jnr Boys jacket.

Play 4 Day is available exclusively online and will be available year round following the seasons.