Our Story

We’ve been leading the way in colourful, ethical and organic childrenswear since it was founded over 20 years ago by best-selling author and knitwear designer Zoe Mellor. 

Back in 1998, Zoe saw a gap in the market to make kids' clothes fun, practical and environmentally friendly. Growing up in the Caribbean, Zoe was surrounded by vibrant colour and knew that organic didn’t need to be beige and boring - and so began the quest to find the very best suppliers of organic cotton and planet-friendly dyes. A few months after Zoe’s son Toby Tiger was born, so were we with a collection of colourful and original slogan t-shirts!

Since that first slogan tee, a whole range of Toby Tiger clothing is available at our flagship Brighton store and here online (where you can also find a curated selection of beautiful built-to-last toys), as well as retail outlets around the world from independent boutiques to the Tate gallery in London.

Our organic clothes are instantly recognisable: whether it’s our signature stripes or soft, fun character appliques that tell a story for curious little imaginations, they’re bound to raise a smile on faces of kids and grown-ups everywhere. From baby bodies, dribble bibs and knot hats to sleepsuits, dungarees and party dresses, every design is mindful of practicality and comfort. Whether it’s colourful easy poppers, adjustable shoulder straps or super soft reversible fabric, they’ll keep little ones happy and be your go-to outfits again and again.


Help save the planet, go organic!

Shopping with Toby Tiger means you’re supporting ethical working and doing your bit to protect the planet – whilst letting kids be kids in super fun, vibrant clothing. We hope you love the range and that your kids love it even more. If you have any questions, drop us a line. We’d love to hear from you.