Found the on line shop and it says;
As a continuation of their successful menswear range, liTTle broTher launches ?liTTle shiT?.
For boys aged 1-6 the collection includes t-shirts, shirts, sweats and hats using current fabrics and prints - miniature versions of popular styles - as well as new and unique prints.
An extension of the philosophy behind liTTle broTher, liTTle shiT will appeal to the current customer, many of whom are parents recalling their time as a child. The name ?liTTle shiT? is an affectionate term for those Dennis the Menace types.
As Murray Crane of liTTle broTher puts it ?It?s for all those parents that were dressed by their mothers, now?s their opportunity to get their revenge. We are definitely not concerned about reaction to the name?.
In true liTTle broTher style, liTTle shiT will be subtle and understated but make a statement about the child as well as their parents.
There will be a move away from the traditional kids colours of red, yellow and blue; liTTle shiT will feature more muted colours such as khaki, chocolate, ink and black.
The aim of the label is to provide high quality garments with ideas and inspiration that are not mass marketed or licensed. This is partly a reaction to the high volume of children?s wear sporting T.V characters, teddy bears and so on.
Sorry I think some of this is repeated from earlier.