Things evolved quickly because we believe in listening to our customers. We learned that parents of girls were just as bemused by their gendered clothing choices. They were wearing our fox leggings too, and why shouldn’t they? So the brand has been designed with a cool unisex handwriting ever since. 

Seven years on and Tobias & the Bear is a world where dressing those little ones is as fun for the grown-ups as it is for the kids. We believe that kidswear should be stylish but it should always be fun too. Our prints are ‘where did you get that from’ iconic and our fits are all about comfort, because when you’re dressing kids, comfort really is the key. Our original vision of foxes and bears continues with wild little cubs always at the heart of the main collection.

We believe we have a responsibility to protect our planet so we choose natural fabrics, organic cotton and recycled, recyclable and biodegradable packaging. We work diligently with skilled manufacturers to ensure ethically-produced premium quality pieces to ensure a culture of #passingthemdown and a clothing lifecycle we can be proud of.