Kids Clothes Made to Last
From my kitchen table to yours
Hi, I'm Ali - mum of three and the maker behind Tutti Frutti. I know the frustrations of dressing kids first-hand: clothes that are stiff and scratchy, that fall apart after a few washes, or that are outgrown before they've really been worn.
I wanted something different for my own children, so in 2016 I started making it at home - small batches, fabrics I'd actually chosen, clothes that were fun without being loud, that moved with them rather than restricting them, and that were genuinely worth keeping.
What started on my kitchen table grew into pop-up shops, a John Lewis collaboration, and eventually a permanent home in Letchworth in 2021. The studio moved in two years later, so now everything - the designing, the cutting, the sewing - happens under one roof.
The values haven't changed since that first batch. And everything I make now, I make for your children the same way I made it for mine.
Small batches, real care.
When you're making thousands of the same thing, corners get cut. We don't do that. Everything we make is produced in small batches in Hertfordshire — Megan sews each piece with the kind of care and attention that simply isn't possible at scale.
I choose the prints because I love them, not because a trend report told me to. I pick the fabrics because they're soft, durable and wash beautifully — not because they're the cheapest option. And because we work in small batches, we're never sitting on piles of unsold stock or overproducing just to fill a warehouse.
When something sells out, it sells out. And that feels right to us.
Designed to fit for longer.
You know the feeling - perfectly good clothes, outgrown in a matter of months. It always felt like such a waste to pass something on that still had so much life left in it.
That's why our Grow With Me designs use adjustable details - fold-over waistbands and cuffs, roomy in the bottom - so a single pair of leggings or trousers spans multiple sizes. A pair that fits a 12-month-old can still be going strong at two years old. Less replacing, less spending, less waste. We use organic cotton and durable fabrics because clothes that hold their shape and colour wash after wash are clothes that genuinely earn their place in a drawer.
When they’re outgrown, send them back.
Even the best-made clothes get outgrown eventually - and we didn't want that to be the end of the story. RE:LOVED is our take-back scheme for Tutti Frutti pieces that have been loved and are ready for their next chapter. Send them back to us when your child has grown out of them, and we'll find them a new home and give you store credit in return.
Good clothes deserve a second life, and we'd rather know that something we made with care is still being worn and enjoyed than sitting in a bag at the back of a wardrobe.
The hands behind every piece
I'm Ali - I design everything, run the shop, answer the emails and generally try to keep all the plates spinning. You'll often find me at the shop at 12a Central Approach in Letchworth Garden City, where you're always welcome to come in, have a proper look at the clothes and ask me anything.
Megan sews some of the clothes from her studio in Watford, and she brings a level of skill and consistency to every piece that I'm genuinely grateful for. Ellie looks after the shop one day a week and makes sure everyone who comes in feels at home. We're a small team, and we like it that way.
Things might occasionally take a little longer than they would at a big brand - but when you buy from Tutti Frutti, you know exactly who made your child's clothes, where they were made, and that someone who genuinely cares put them together.
Thank you so much for being here and for supporting something small and independent. Whether you’ve been with us since the very beginning or you’ve only just found us, it really does mean everything.
Ali, Tutti Frutti Clothing