'No Kmart': My husband only wants our kids in brand names

“Are you sure these are the shoes she wants? They're $80!"

My husband recently asked my folks to buy some shoes for our six-year-old daughter.

We live in regional Victoria in a small town, so he asked them to grab the shoes while they were in the nearest city and texted them the details, saying he would pay them back.

My mum called me, sounding confused.

“Are you sure these are the shoes he wants?” she asked, forwarding me the photo.

Want to join the family? Sign up to our Kidspot newsletter for more stories like this.

RELATED: I would sleepwalk as a kid; now my son does it with open but vacant eyes

"What's wrong with Kmart shoes?"

“They’re $80!” she clarified. “She’s six years old – what’s wrong with Kmart shoes?”

I wanted the ground to swallow me as I replied, “yeah, mum, I know, but those would be the ones he wants. for her”

You see, my husband is obsessed with buying the kids brand name clothing, especially shoes. He claims brand name shoes are made with higher quality materials, they last longer and are better for your foot. But I don't really buy any of that.

From the moment they were born, he’s wanted to dress them in Bonds outfits and ASICS runners, much to my irritation. To provide some context, we’re not high rollers by any means.

I mostly wear op shop clothing and personally, I couldn’t care less whether something is brand name or not. To me, the clothes you wear don’t define you, especially when you’re six months old, or even six years old! 

I think the problem stems partly from the fact that I grew up poor, while he grew up privileged. My parents never bought us brand name clothing – they were too busy working various jobs to make ends meet and to ensure us four kids did, in fact, have clothing.

Instead, I was taught to value what I did have. I also learned from a young age that price doesn’t necessarily equate to value. You can value something that doesn’t cost the earth.

Image: Supplied

RELATED: Aussie mum pays three figures for her kids’ haircuts

"Daddy thinks they're not worth owning"

The other morning, it all came to a head when my husband made a remark about our two-year-old wearing Kmart shoes. 

They're pretty pink ones with a rainbow on the side, but they're not up to his standards… apparently.

“Come on, honey, let’s put on your Kmart shoes,” he said, laughing.

I snapped. I couldn’t help myself.

“That's right, darling,” I said to our toddler.

“Your shoes don't have a word written on the side of them, so daddy thinks they're not worth owning." 

The two-year-old looked confused and slightly offended, and I immediately regretted what I’d said.

But frankly, I don't want my kids to become entitled and materialistic, and to want fancy clothes and shoes that we can't afford, when cheaper alternatives work just fine. 

On a positive note, our oldest child seems to have avoided feeling any peer pressure whatsoever in that regard. 

Like me, he couldn’t care less if he’s wearing something from an op shop or from a budget-friendly department store. 

He’s not impressionable, and he’s certainly not susceptible to clever marketing campaigns. It’s a pity the same can’t be said for others in our household.

Originally published as 'No Kmart': My husband only wants our kids in brand names