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Toby Tiger

Brighton

About Toby Tiger

Based in Brighton, Toby Tiger (founded by Zoe Mellor) has made a name for itself producing bold, sustainable, timeless and high quality clothing for children. The Toby Tiger philosophy is for kids to be dressed as kids in their colourful, instantly recognisable prints and motifs. The designs are unisex, made to last and to be passed down from generation to generation.

From the founder

"Our aim as a shop is simple: to put the joy back into kids clothing with bright colours and bold patterns that we design ourselves."

Meet Zoe - Toby Tiger founder & designer

In 1998, I founded Toby Tiger, named for my 25-year-old son Toby, whose real middle name is Tiger! I wanted to create bold, playful, colourful, and timeless designs. My philosophy has always been to dress kids like kids, with clever design details that make it easy and comfortable for them to wear our clothes. I was the first organic brand to use colour, azo-free dyes, and sustainable prints and manufacturing that are good for the environment. I have always advocated for organic cotton. Kids and I have always adored bright colours. Before moving to Brighton, I started my career designing from a small studio in Clerkenwell, London, called Cockpit Studios. It was a fun place to be and a hub for a group of young designers; When I moved to Brighton, I opened our first shop, which served as a cutting room for new designs and garments. We used to have a group of knitters and sewers who worked as t-shirt printers locally to make our first collections. It was a lot of hands-on work, but as demand increased and more stockists wanted our designs, we gradually and organically started making more clothing in Turkey, India, and China factories. Ultimately, we moved into our flagship store on Gardner Street in the heart of Brighton's bustling north Laine district in 2003. This shop is still here today!