Shop for adorable outfits for your own or loved ones’ new deliveries with these beautiful indie brands.

There are few purchases so joyful to make as those of impossibly tiny outfits for a new baby. If you’re buying for a friend or a family member, it’s worth remembering that they’re likely to have plenty of newborn ensembles at the ready for the early days, so slightly larger clothes (think three- to six-month or six- to nine-month ages ranges) will always be welcome for the months ahead, which invariably fly by in a whirlwind of sleep deprivation. There are tons of lovely places to buy gorgeous baby clothes, but if you wish to eschew the high street and support independents, these are the brands you need to know.

Main image: Viv & Joe

Claude & Co

Founded in Britain by owner Abi, Claude & Co's baby clothing – as well as some matching styles for adults – is produced in Portugal and India using high quality organic fabrics. The emphasis is on non-gender specific clothing that is fun, beautiful and a joy for little ones to wear. We adore the Claude & Co ‘Milking It’ Babygro on an oat ribbed bodysuit (£26).

Kit & Kin

The multi award-winning Kit & Kin was co-founded by ex-Spice girl Emma Bunton in response to the frustration she felt at being unable to find products that didn’t irritate her children’s skin. Specialising in sustainable, gentle nappies and wipes, the ethos extends to the clothes too. We love the simplicity on offer, as demonstrated in this sweet and ultra-soft Grey Hat (£19.99), which is ethically made from 100 per cent cotton. Perfect for keeping brand new heads toasty.


James Hart launched Kidly straight off the back of a fifteen-year stint at ASOS. As such, he knows the value of creating a single place where parents can buy everything they might need for little ones, from clothes to toys to practical items – all executed with style. Kidly stocks a range of independent brands in addition to its own label. We love the comfy, unfussy baby clothes, as exemplified in the sweet Organic Waffle Henley Tee (£12), as well as the range of classic dungarees.


‘I came up with the idea of Smallable before I had children, by looking at the parents and families around me. They never had the time nor the energy to go shopping and find clothes, furniture or toys for their kids,’ explains Smallable founder Cecile Roederer. ‘It was impossible to find an online shop selling all the top designer brands for children. That’s how Smallable was born.’ A decade later, it’s gone from strength-to-strength. In short, there is nothing that makes the cut on this site that isn’t lovely. It’s not the cheapest, but for a blow-out, the options here are both plentiful and beautiful. We love the Garnet Jumpsuit Blue (£49) in organic cotton canvas for summer romping.


Frugi, meaning ‘fruits of the earth’ in Latin, was born when founders Lucy and Kurt were unable to find clothes to fit over their son’s cloth-nappied bottom. In the ten years that followed, their Cornish HQ has expanded to accommodate over eighty people – some of whom are now based across the UK and Europe – and the Queen has garlanded them with a ‘Queen’s Award for Enterprise’. All Frugi’s clothes are made from organic cotton, sourced from farmers they trust, while outerwear is created from recycled plastic bottles. We adore the Toasty Ted Snuggle Suit (£38), which features a snuggly organic cotton lined hood. Classic, sweet and kind to the environment.

Scamp & Dude

Scamp & Dude is the creation of Jo Tutchener-Sharp, founder and previous MD of Beauty Seen PR. Having spent her whole working life directing campaigns and creating events for the likes of Tom Ford, Matthew Williamson, Dolce & Gabbana, Vogue, Estee Lauder, Topshop, NARS and The BRIT Awards, her world changed in 2015 when she suffered a brain haemorrhage. While she recovered in hospital, away from her children, she decided she wanted to create something that would comfort little ones at those moments – such as first days at school – when they need it most. We love the Baby Romper in Pale Green Leopard and Lightning Bolt (£25).

Sleepy Doe

Bath-based Sleepy Doe makes some of our favourite pyjamas for women, kids and babies. All made from 100 per cent organic cotton and created ethically in the UK with patterns that use water-based inks, they are an absolute dream to sleep in. The Baby Sleepsuit in Peace Oatmeal (£24) is exactly as soft as you’d hope for enveloping brand new baby skin.

Viv And Joe

We couldn’t love Viv & Joe’s clothes more. When its founder Sophia Scanu was pregnant with her first daughter in 2013, she couldn’t find the sort of timeless clothes that she was after. And so she began to plug that gap herself, first at her east London kitchen table and then at Broadway Market. It took off, and with the arrival of her second daughter, she launched the brand in earnest. She has since moved to Norfolk, hence the addition of the Norfolk Knits range, which looks just as charming as if your (very talented) granny had made it. The Hand Knitted Merino Wool Aviator Hat (£18) is the one we’ve got our eyes on.

Jaggery London

Theresa, the founder of Jaggery London, was raised in India. She dreamt of establishing a sustainable and ethical business that would showcase the talents and craftsmanship of her networks in her hometown. And thus Jaggery London was born, with its beautiful knits, all handmade in Auroville, southern India. We love the Tino Kids Fluff Vest (£75), which is made from alpaca and wool boucle and is breathable and cosy all at once.

O Moon

‘Unique, bold clothing for independent kids, hand crafted resourcefully and truly sustainable.’ That’s the mission statement of O Moon, which was founded by Hannah Exley-Myers, whose background is in high fashion. From her Hastings home, she designs, cuts and stitches everything from scratch, and we just love the loose-fitting, stylish and highly wearable designs. For younger ones, the Blue Floral Denim Big Pocket Trousers (£45) are both pretty and tough-wearing – ideal for six-to-twelve-month olds learning to crawl.

By Nancy Alsop
October 2022

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Nancy Alsop


Nancy is a magpie for the best in design and culture.