Grounded in sharp consumer research, homegrown kidswear label Doreme identified a key gap: parents often tend to dress kids for how they look over how they feel. Outfits chosen for the ‘gram’ or for playdates, photoshoots, birthday parties, and family gatherings, often prioritise visual appeal, albeit unintentionally. Therefore, in the pursuit of “cute,” comfort gets overlooked, leading to tantrums—irritability and resistance.
Tapping into this insight, Monkey Wrench, Kolkata flips the narrative through a humorous creative device: role reversal. Adults are made to physically experience tight fits, itchy fabrics, stiff seams, outdated designs, bringing alive true empathy through experience. Across a series of three films, parents and older siblings unravel in discomfort, while self-aware Gen Alpha kids step in to school them with quiet authority.
