Toby Tiger clothes are not for grownups, so Zoe designs everything with a child’s view in mind. That’s why you’ll find their signature bold colour palette throughout all their pieces, no matter the season. Clothes should be fun! Your little one will love their bright, happy designs they can enjoy year in year out – and this way you can still match your favourite old Toby Tiger pieces with new ranges and everything still looks great. It’s much more sustainable and goes against the throwaway fashion ethos which is endemic today – they like to think their designs are classic and can be enjoyed much more than once!

They also understand the importance of great quality. Firstly, kids’ clothes need to be tough enough to survive any adventure. But also, we live in a world in which fast fashion has made a big impact on our planet… and not in a good way. That’s why they’re proud that 80% of their range is made from GOTS certified organic cotton and they are always striving towards making that 100%. Using organic cotton grown without any nasties means no icky toxins that could irritate babies’ skin – and it’s amazingly soft!

Zoe’s background in crafting means she’s always cared about detail – but after having kids she’s realised that life’s better with less fuss! Their simple, cheery motifs and comfortable, vibrant designs are what make Toby Tiger clothes as fun for kids as they are for parents – simply, they let kids be dressed as kids!