About our company

Named after our founder’s childhood address, B1209 helps children celebrate the personal victories that lead to greater outcomes in life. Our designs are inspired by the communication feedback method of process praise, which recognizes the hard work and unique strategies children put into achieving everyday goals. The benefits of process praise include increased self-confidence, resilience and independence.

Redefining achievement.

Conventional success has its place in children’s development. There's nothing wrong with achieving the highest test score or winning soccer MVP. But what about the other kids? Beyond the winners, who exactly is everyone else?

We believe there's a better way to nurture the children's collective; embracing broader definitions of success to help children flourish as individuals, rather than relying on fixed and often limiting standards of excellence.

Victory-vision activated.

Children make personal progress in various ways; whether learning something new, sharing cool facts or creatively expressing themselves. We research across a variety of children's subjects to feature small, yet powerful accomplishments.

For a new reader, making the effort to check out a library book is a success. For a young athlete, remembering their water bottle is a success. For a child who struggles with anxiety, taking a deep breath is a success. 

Our designs invite families to explore excellence in more lateral and personalized terms; showing that achievement is always within reach for those with the vision to see it. Activating this shift in perspective helps kids to feel valued, sustain motivation and drive toward long term goals.

Don't forget the fun.

Like children, we love to play. Our brand reflects this expansively, infusing each design with our signature creativity. And for the occasional design that's more playful than strategic, don't punish us too much. We're truly kids at heart. 

Worth the process.

As an emerging brand, we appreciate your patience with our print-on-demand production model. This model allows us to offer a wide selection of designs while minimizing wasted resources. As our products are printed on a per-order basis (and therefore cannot be "un-printed"), we unfortunately do not offer refunds at this time.

If a quality issue arises with your purchase, contact us at hello@b1209shop.com. We'll do our best to make it right.

Thanks for your understanding as we strive to make kids' clothing work harder for kids.

We're just getting started. 

Our collection is progressing. Connect with B1209 to join our conversation and see what's next.