Sunny Side Smart Kids Club is the latest label pedalling effortless cool, writes Garrett Bithell.

High-street label Sunny Side Smart Kids Club is the brainchild of design duo Andy Wilson and Luke Scharkie.

With a sleek simplicity at its heart, the boys use uncomplicated garment patterns and artwork, with their ‘look’ often expressed through the use of symbolism.

Their Spring/Summer 09/10 collection, ‘Dollars Nor Cents’, is largely defined by shapes and text, while still the retaining the playful dynamic of the label.

Sunny Side Smart Kids Club was original launched in an effort to fill the void between uninspired mass-produced collections and unapproachable high-end brands.

For more information and stockists, check out www.ssskc.com.au .