Recently, my dad sent me an article confirming Target’s decision not to renew their contract with Cherokee after two decades of business.

Everywhere the hearts of moms and 20 year olds should be breaking.

If your childhood was anything like mine, it was likely draped in Cherokee.

From family dinners to church, first day of school to class pictures, this is my favorite shirt to “yes you have to wear a button up”, Cherokee had it all, and Target was the one stop shop.

In recent years, the concept of children’s fashion has exploded.

Nowadays, celebrities cannot wait to jump on the children’s couture bandwagon. Kourtney Kardashian, Jessica Simpson, Tori Spelling, and even Gwen Stefani are just a few of the prominent names in the industry.

Not only celebrities but major brands have expanded to include children’s lines (crewcuts, BabyGap, H&M kids).

But it seems that wehave reached the point where Cherokee’s name is not strong enough to measure up to brands backed by celebrities like Tony Hawk’s new children’s line or shirts with Ana and Elsa plastered to the front.

This outbreak of brands serves a purpose. Moms now have many more options and the freedom to dress their children literally however they want. Unfortunately, with their growth, brands that have been serving children long before it was cool are being shut down.

So here’s to you Cherokee: thank you for comfortable material allowing sticky hands and stains, thank you for keeping in mind your client will probably grow out of this shirt in 3-6 months, thank you for offering enough fun and practicality to suit the life of a child.

You will be missed.

Target