New Braves, the company inspired by a generation of fathers embracing parenting as equals, will debut their apparel and product line at The Reckless Unicorn storefront in Los Feliz, Los Angeles, CA. Families seeking the perfect gift for the dads in their lives are encouraged to visit the pop-up. The first 20 customers on Father’s Day will receive a free New Braves backpack!
New Braves promises to shake up the family retail landscape. The brand acknowledges that fatherhood has taken on new meaning for the Millennial generation. These dads have developed a more intimate and nurturing relationship with their children and view parenting as central to their identity. “In my years selling products to kids and families, it’s refreshing and needed for a family brand to celebrate that it takes guts for men to parent in ways that challenge the stereotype,” says Reckless Unicorn co-owner Annie Segal, who, as Fred Segal’s daughter, grew up immersed in the retail industry.
