Back to School Sale – 50% off at The Fableists

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Our entire collection is 50% off until August 31st with special code SCHOOL. Come and visit our online shop at for beautiful and well-made clothes for children. All of our clothes are built to last and are made from organic cotton in ethically-certified factories.

The Fableists’ clothes are made to take all your children can throw at them. They are perfect for school or play.

Many of the styles and designs are selling out, so hop over to The Fableists quickly to get your hands on your favourite, limited edition designs.

See what the press have been saying about The Fableists here.

The Fableists Christmas Sale – Now On! Read on for details…

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It’s our little way of saying ‘Season’s Greetings’. Sale starts now and runs until December 5th with 25% off our entire collection. Come and have a look here and use code christmas25 in order to obtain the discount. Surprise the little Fableists in your life with some clothes they will love, from limited edition artist-designed tees, to vintage-inspired organic cotton denim, to super soft and cosy tops. Our clothes are all organic, all ethically made and most are unisex, so that they can be passed down to younger brothers or sisters.

The Fableists : A Uniform for a New Generation

I recently wrote this blog post for the blog City Girl at Heart, which has a weekly feature called Ethical Tuesday. I thought I’d share it with you.


The Fableists make clothing for children aged 3-10. Our designs are classic, stylish and hard-wearing; they are built for kids. The designs echo the looks we see on those working in the creative industries worldwide from our backgrounds in advertising and production. No matter where you go in the world, it seems that people working in advertising, design and production have a ‘uniform’. It consists of jeans, trainers, graphic tees, jackets, beautifully tailored tops and vintage pieces. The look is comfortable, unisex and utilitarian.

And it is not wasteful. While everyone will have some special pieces in their wardrobe for occasions, no one needs a closet jammed with clothes they rarely wear. Children are no different, and if you’re like me, you can do with reducing your washing! When faced with too many options from which to choose, children can become overwhelmed and this can lead to problems getting them dressed.

‘The Fableists’ Wardrobe’ reduces waste but it also makes the lives of parents and children easier. You can add to it and accessorise it but it won’t go out of style, will suit all occasions, is not seasonal, is made well – to last, and since it is mostly unisex, it can be passed on to a sibling, family member, or friend. It also helps children to learn to buy what they ‘need’, not just what they ‘want’.

Reducing consumption and waste by investing in good quality, durable pieces that will have a longer life and caring for them to prolong their use is at the heart of The Fableists’ Wardrobe. But we also want to make sure the clothes look great. We were inspired by vintage looks that took us back to our own childhoods, when kids were allowed to be kids for longer. Kids shouldn’t be worrying about the latest fashions, they should be climbing trees and wading in puddles! We keep the look simple, authentic, kid friendly and practical.

But we didn’t want to stop there. The idea that somewhere, a child could be making the clothes that we would sell to other children was intolerable. We didn’t want to support anyone who would use children in their factories, or slave labour – that was a given. And no way did we want to use toxic dyes that could be dumped in to the ecosystem in the area surrounding the factory, poisoning the rivers and land, and therefore the people who live and farm there. Most importantly, we began to realise that if small companies like ours didn’t start to make changes in the way that we produce clothing, then the big companies would never change either. We are making clothes for children who will be the consumers of tomorrow, so it’s crucial that they learn to shop well. We want the tribe of ‘Fableists’ to learn to buy well, wear well, care well and dispose well. It’s pretty simple, really.

So, we made a commitment to ensuring that all of our clothes were produced in factories that pay fair wages, offer benefits to their employees, provide safe working conditions and where no children are employed. The cotton we use is organic, grown in monsoon-fed regions of India and produced by a collective working with over 15,000 small hold or marginal farmers. The collective allows the farmers to negotiate fair and often premium market prices for their crops. It educates the farmers on crop diversification and maintains organic farming standards. The collective has saved most of these small, traditional farms from a cycle of debt from which they would not have escaped. Organic farming eliminates the toxic chemicals from the lives and lands of the farmers as well as from the crops they produce, which eventually end up on our plates and in our clothes.

For our t-shirt collections, we collaborate with well-known artists to create limited edition runs of their artwork on our tees. We pay the artists a fair price for their work and don’t take advantage of them, or take away from their amazing work by printing endless versions of each print. Each design has a limited print run of only 500 t-shirts. The tees come numbered like a the pieces of art that they are. This also ensures that your children will own a unique item that will help them to stand out from the crowd in a mass-produced-fashion obsessed world.

Every item in our collection comes with its own passport where your child can record their name and the dates they owned the clothes. This passport gets passed on with the clothes and there is space for another child to write their name. This will help encourage children to be excited by hand me downs, treasure their clothes and passport and give it to someone else when they are done.

We tell the whole story – or Fable – of our clothes and hope that both we and consumers will learn more about how, where, why and by whom clothes are made and strive to make positive changes in the way that fashion is produced, consumed and disposed of.

The clothes never fail to impress in person. The current collection consists of thirteen artist-designed t-shirts, straight-legged jeans, denim skirt, Breton top, baseball tee, western shirt, smock top, tunic dress and a ‘chore coat’ in two colours. See them at our online shop

Sarah Cooper
The Fableists

#TheFableists Hall of Fame. Check out our Growing Tribe

Every kid who wears our clothes is one of The Fableists. They are part of a movement to break the cycle of kids making clothes for kids; of poisoning the Earth so that we can have more. They will grow up wiser than their parents and buy less to wear more. They will care for their clothes and pass them on to someone else when they are finished with them. They don’t bow down to the latest fashion trends.

They are powerful and free. They are amazing. They are themselves.

Play hard. Live forever.

Send your images to sarah@thefableists and we’ll post them here and in our FB Wall of Fableists.

50% Off Continues – Come and Have a Look!

SamRobinson_0813_TheFableists_0238We’ve extended our summer sale for another week. Take 50% off our entire collection using code fableistsfifty at check out. It’s such a great deal, you might as well pick up two of everything in different sizes! Visit now to have a look.

We ship worldwide and have sent clothes to Canada, Australia, USA, Germany, Israel and more. The 50% off will well and truly cover the shipping costs.

We’re so happy with the response to our clothes. No photos can do them justice. They are soft and super durable. They look amazing on kids of all sizes, shapes and genders. And they are made of organic materials, right down to the stitching. All of the factories we use have been certified safe for workers and everyone involved in the making of our clothes is paid a fair wage. The Fableists clothes are built to pass on to another child. They even come with their own passport so that kids can record when they owed the clothes and hand the passport on to the next child with the clothes.

Your Fableists will love our clothes. They are meant to be moved in and to play hard and live forever.

Check them out here!

Sale Held Over – 50% Off Continues for Half Term

Chore coat in blue

Chore coat in blue – only a couple left in each size!

It’s been fun, hasn’t it? We don’t want the fun to end and, frankly, half term is looking like a bit of a wash out! So we’re going to let our sale run through the week.

Enjoy our 50% off sale a little longer – until next Monday . Enter code fableistsfifty in the space provided in your shopping cart and your total will be halved before shipping.

The Fableists clothes are currently shipping from Australia to California and everywhere in between. We can’t wait to see all the photos of your Fableists in our clothes! Please share with your friends and family so they can all take advantage of the sale and buy ethically produced, organic cotton, toxin free and sweatshop free clothes for the little punks in their lives too!

Have fun and bag a massive bargain. Shop now at

Western Shirt, Denim Skirt and Smock Dress

Western Shirt, Denim Skirt and Smock Dress

Sonny is wearing the 'Make Art Not War' Tee by Anthony Peters. Almost sold out in some sizes!

Sonny is wearing the ‘Make Art Not War’ Tee by Anthony Peters. Almost sold out in some sizes!

Meet Anthony Peters ~ Designer and Illustrator of Some of The Fableists’ Tees

Illustrator and Designer Anthony Peters

Illustrator and Designer Anthony Peters

Anthony Peters is a UK-based illustrator and designer. He has illustrated three t-shirts for The Fableists’ launch. They will be available in limited edition soon. Anthony is represented by RARE BIRD in London.

TheFableists: Tell us a bit about your background. Where did you start? Where do you come from?

AP: I’m a council estate kid from a single parent family who got a free University Education in Fine Art and now runs a successful design and illustration business. Thanks to the way the system used to work…

My earliest creative memory is of visiting the Natural History Museum when I was 5. I got bought a fold out poster of all the dinosaurs and went home and drew them all. My mother told me I should be an artist and I guess it sank in… Though I wanted to be an archeologist before an artist!

TheFableists: What, or who, inspires your day-to-day work?

AP: I’m a Culture junkie, so inspiration comes from everywhere, old Ladybird books, Graphis annuals, record covers, music, films… But a big percentage of my inspiration comes from my family. My kids are bursting with ideas and it’s hard to compete! And many of my ideas come to me when I’m walking my dog along the East Sussex cliffs!

TheFableists: Would you say you draw everyday?

AP: I definitely make things everyday, not necessarily always with a pencil, sometimes ink, sometimes Gocco prints, screen prints but mostly stuff on the computer, sadly.

TheFableists: Where are we most likely to find your work? Is it mostly in the medium of advertising, magazine, print work or online?

AP: I’m a kind of jack-of-all-master-of-none kind of character so I have done editorial for people like GQ and New Scientist, tees for companies like 2K by Gingham, stacks of screen prints with people like Print Club London and Unlimited Editions, done some apps with School Of Happy and kids illustrations with Okido Magazine. It suits me fine to work in many different mediums as it would drive me insane to do the same thing again and again just because it was successful. I would rather try new things and fail than repeat myself and succeed.

TheFableists: What were your inspirations behind the designs you created for us?

AP: The inspirations for the designs I made come from long held beliefs I have that fit right alongside those of the Fableists.

The Factory piece is a piece of Paris 68 Student Riot style graphics given a new context. It suggests that factories shouldn’t pollute and degrade our world and that they could, in fact, be used as decent and fair working places which care about environmental concerns.

The ‘Wear Me Out’ piece is a simple statement on the fact that we seem to throw things out for the most arbitrary reasons, nothing I like more than seeing someone in a well loved and well worn item of clothing that is still going strong!

Lastly, the soldiers piece is a simple and fairly cliché statement on the fact that its better to create and share than to destroy and conquer!

TheFableists: What are your thoughts on The Fableists? Do you think there should be more people doing what we are?

AP: I feel as though so many clothing manufacturers lack transparency, and this is because their manufacturing methods are probably exploitive or environmentally damaging. It’s refreshing to see a company that has a strong moral code and ethos and puts its money where its mouth is. And so transparent from the outset!

I would love to see more companies doing this kind of thing but I fear that greed and the pursuit of ever growing profits get in the way of ethics and quality. Maybe The Fableists will have a positive influence on the children’s clothing market!

TheFableists: If you could work for anyone, who would it be? Do you have a dream client?

AP: Always a hard question for me! And it changes all the time!

In a dream it would be a collaboration with Charles and Ray Eames and Geoff Mcfetridge, Creative Direction by Paul Arden and adapted into a movie by Wes Anderson.

In the real world I would like to get into working with animators for commercials and music videos, and would like to indulge my love of music by working on sleeve art and design. Though I am teaching myself after effects so who knows, maybe I will branch out into animation myself!

TheFableists: Do you have a particular client that keeps coming back?

AP: Okido Magazine have come back time after time, and I love working with Sophie Dauvois and Maggie Li. Plus as it’s a kids magazine I get to be a hero to my kids! I also work with Print Club London a lot and Unlimited Collective, and was recently at Pick Me Up with both organisations.

TheFableists: Are there any places in the world that make you feel creative?

AP: London fills my mind with ideas and colours and energy. I worked and lived there for many years and I felt I just fed off the energy, but it can be tiresome. Now I live on the East Sussex Coast where the Downs meet the sea and this has become my geographic muse!

TheFableists: If you could change one thing about the world, what would it be?

AP: The continual pursuit of greed and power. We have been sidetracked into caring about profits, returns and low overheads. Parents are being berated for choosing to be with their children instead of working 100 hour weeks to help fight in the worldwide economic warfare; governments are calling the poor scroungers…It’s a construct, a way of squeezing down labour costs and milking even more profit out of people. People need to switch off their phones, step outside, sit on a hill in the sunshine and remember that they are here to enjoy their 80 odd years as a conscious being, not as a worker drone!

The Fableists in The Telegraph Magazine’s ‘Children’s Notebook’

On January 11 2014, The Fableists featured in The Telegraph Magazine. And, frankly, I don’t think we did enough bragging about it!


We were included in Daisy Bridgewater’s “Children’s Notebook”.

The image includes Mimi in the unisex Smock Top and Denim Skirt (foreground) and Missy (background) in our Classic Dark Denim Jeans, ‘Tough But Fair’ t-shirt, designed by Sami Viljanto and the Western Shirt jauntily tossed over her shoulder.

The copy reads:

“Modern Classics: The Fableists is a new company determined to make parents reassess their approach to disposable children’s fashion with a collection of utilitarian, utterly sustainable clothes for children aged 4-10. ‘I did some research into the fashion industry in India,’ the founder Matt Cooper tells me, ‘and it stuck in my throat that kids were making clothes for my kids. I wanted to raise awareness, and break the cycle.’ designed for girls and boys, the clothes are not seasonal and are made to last, and to be passed down through family and friends (sizes are also rather generous). Shown here is the versatile Smock shirt, £30 in hard-wearing, 100 per cent organic cotton chambray (”

Daisy Bridgewater followed up with this tweet:tweet

Photo above by Sam Robinson and shot in Victoria Park, London.

Like Our Blog? Sign up for our Newsletter!

We try to post something on our blog every week day. From time to time, we also send out a newsletter. This keeps you up to date on new stock and special offers. We also share an interview with one of our suppliers and a couple of other news stories. You can see the last newsletter, to send happy holidays wishes before Christmas here.

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You can sign up to receive our newsletter on the front page of our web site. Just look for the big, green newsletter sign up box. Then you’ll get all the latest news from The Fableists.

The Fableists Pop Up Shop in Essex Countryside

Photo by Robin Pope

Photo by Robin Pope

Fancy a shopping trip in the countryside?
Come and check out The Fableists clothes at our special ‘pop up’ shop event:

Sunday 15 December 3-6:00
In Coggeshall, Essex CO6

Contact us for the exact address.

Save the shipping cost: We will have most of our collection available to view and buy and can accept cash or card.

We’d love to tell you about our clothes and what we are doing. Bring your kids along!

If the time and date above aren’t convenient for you, you can set up an alternate time before Sunday by contacting Sarah Cooper on 01376 562 846.

View our collection online at

Photo with logo