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About Toby Tiger

Zoe

Toby Tiger is the UK’s best and brightest organic childrenswear companies, founded by award-winning designer Zoe Mellor in 1998. Toby Tiger clothes are instantly recognisable from their rainbow bright colour palette, fun and friendly appliques and timeless designs that have been getting a big thumbs up from kids and parents for over 18 years!

Zoe’s love of bold colours and prints stems from her childhood. She grew up hopping around the Caribbean, London and Africa, enjoying a fun and carefree childhood playing under the tropical sun. Inspired by these wild and free years spent getting into all sorts of mischief, Zoe knew that she wanted to help create the same happy memories for other kids. 

After studying fashion and textiles at university, Zoe set up in a shared studio space in London and created her first collection of children’s t-shirts. Her ethos was – and still is – to create quality, affordable clothing that lets kids dress as kids. When showing the first collection in London, everything sold out at the preview!

After that it was go go go! In 1997, Zoe moved to Brighton and opened her very first shop. It was a tight squeeze in there – but it was the start of something big! One year later, little Toby was born and Zoe Mellor childrenswear officially became Toby Tiger. (Yes, Toby’s middle name IS Tiger!) Four years later, little sister Kitty came along, and she’s still waiting for a company named after her…!

Today, Toby Tiger occupies a much bigger shop in Brighton’s North Laine, where we still happily sell all of our beautiful organic children’s clothing and toys too! We’re really proud of our longstanding reputation for great quality and design, which we credit to our lovely customers who have been absolutely fab about singing our praises. We now have 500 stockists around the world, and we’re thrilled that so many kids have enjoyed wearing our super comfy, super fun clothing. We’re growing our celeb following too - Vic Reeves, Victoria Wood, Zoe Ball and Adele’s kids have all rocked Toby Tiger designs!

 

Quality, fun childrenswear

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

We 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 we’re proud that 80% of our range is made from GOTS certified organic cotton and we 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! This is all quite grown up stuff, though – you can read more about our organic clothes on our [Organic clothing] page, and we’re GOTS certified, too! 

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! Our 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!