Kids Clothes Made to Last

Fast fashion has made children’s clothes cheap and disposable. I make organic cotton clothes in small batches in the UK, built to last long enough to be handed on.

Hi, I'm Ali

I'm a mum of three and the designer and maker behind Tutti Frutti. It started with the sewing machine I was given as an engagement present and a growing frustration with the clothes I was buying for my own children, which had scratchy seams, faded after a few washes and were often outgrown before they’d really been worn.

So I started making their clothes myself, in small batches, from fabrics I’d chosen and tested, in bright colours and cuts they could move freely in. Other parents began asking where they came from, and Tutti Frutti grew from there, through markets, pop-ups and a collaboration with John Lewis, to a shop of my own in Letchworth in 2021.

A new home in Hitchin

After more than ten years in Letchworth, I've moved to a small studio shop at 3 West Alley in Hitchin so I can put more of my time into making the clothes. The sewing desk sits in the same room as the clothes rails, so if you come in you'll probably find me at the machine, cutting out the next batch or finishing a pair of leggings. You're welcome to have a look, try things on and ask me anything about how they're made.

3 West Alley, Hitchin
Opening November 2026

Small batches, chosen with care

Everything is designed by me and handmade in the UK, by me and a small team of makers whose skill I'm so grateful for. We work in small batches, so we only make what we need, very little goes to waste, and once a print has sold out it's gone.

I choose prints I love and fabrics that are soft, hard-wearing and wash well. Many are organic cottons printed especially for us, and some are deadstock, good fabric left over from larger producers that would otherwise sit unused.

The organic fabric I buy is GOTS certified. The finished clothes can't carry the GOTS label themselves, because every stage would need certifying, including the UK workshop where they're cut and sewn, and I'd like you to know exactly what the label does and doesn't cover.

Designed to fit for longer

It always felt like a waste to pass on clothes that still had plenty of life in them just because a child had grown an inch, so our Grow With Me leggings and trousers have fold-over waistbands and cuffs and a little extra room. One pair covers two sizes: start with the cuffs turned up and let them down as legs get longer. You buy less often, and the fabrics hold their shape and colour wash after wash.

Mended, then passed on

If a seam splits or a hem comes loose, our free repair service will mend any Tutti Frutti piece, however old it is, so it keeps going. When they're finally outgrown, you can send them back through RE:LOVED, our take-back scheme, and if they're in good condition we'll find them a new home and give you store credit in return.

Thank you for being here and for supporting something small and independent. Whether you've been with us since the market stall days or you've only just found us, it means a great deal.

Ali, Tutti Frutti Clothing