Sweet Potatoes, Inc. of Berkeley, CA, introduced its New Potatoes division for newborns and infants last fall with one philosophy: that comfort should be the most important feature of baby clothes. A dedication to "feel good," all-natural fabrics is evident in the company's Fall '94 layette collection and in its new collection of baby sweaters.

"Like our spring line, New Potatoes' Fall'94 line will feature very sweet newborn and infant-wear," promises Josie Jurczenia, owner and designer, who collaborates with partners Anna Tokunaga and Ginny Holmes to create new fashion looks. She says the resulting styles and prints are whimsical and creative, but at the same time have a wearable quality.

The autumn collection is essentially a continuation of the spring line, with a few minor changes and additions, Jurczenia explains. Jumpsuit, bubbles, T-shirt sets animal-hooded terry towels and snap diaper wrappers are made from a soft, all-cotton interlock fabric. Outfits now have longer sleeves and come in five prints: fuchsia-and-royal geometric hearts, geometric green leaves, geometric Squares, red-and-white chickens, and baby blue or pink teddy bears. Debuting this fall are A-line puffed sleeve dresses and padded, long-sleeved jackets.

The company’s new collection of bright-colored baby sweaters, the latest addition to the Sweet Potatoes line, hit the showrooms earlier this year. Ranging in size from 12 months to 4T, the sweaters wholesale for $15.50 and $17. The rest of the New Potatoes line wholesales from about $7.50 to $13. Contact New Potatoes, 1716 Fourth St., Berkeley, CA 94710 (510) 527-7633.

This excerpt is from Earnshaw's March 1994