MANILA, Philippines?There?s no such thing as starting your kids too early in helping them find their individual style.

At least, that?s the principle behind Kiddos, Hindy Weber Tantoco?s newest baby for Rustan?s. It?s a clothing line created for children aged 2-12.

Kiddos was born out of her nine-year-old son?s need for clothing that shouldn?t ?brainwash you into buying the cartoon clothes, shoes, toothbrush,? says the designer and mother of three. Her son attends a school that discourages watching TV.

?I couldn?t find clothes for my kids without cartoon characters on them,? she says. ?The market is saturated [with kids? apparel] but there?s a need [for something like Kiddos].? ?We decided to create a brand for the free-spirited child, the smart kid, something for them to mix and match to suit their moods, activities and individuality. These will be clothes that don?t just follow trends, but address the child?s development.?

Kiddos is initially available in Rustan?s Tower, Makati, Gateway and Alabang Town Center.

While the first collection for girls consists of real little girls? pieces?dresses and tees with floral patterns and nautical stripes, ballerina flats?the idea of creating clothes that would make the little ones Mini-Me versions of their mommies isn?t unlikely.

?We even see girls wearing shoes with heels. Not yet, but we?ll see,? says Tantoco.

Kiddos replaces the in-house label Jam, which is being phased out, according to Mariel Joaquin, who heads the department store?s children?s division.

Most of the items are of the same price range as Jam?s, P300 and above, but some dresses will be slightly higher-priced.

Kiddos also has special-occasion Filipiniana pieces for the little ones, barong Tagalogs and dresses made of jusi and piña. Monogramming will also be offered soon.

Rustan?s is also using Kiddos as a platform to teach children about care for the environment. Packaging is made of recycled materials; the clothes come in little shoeboxes that can be reused to store small toys, etc. Tantoco says they?re also looking for a regular supplier of organic cotton.