The Fableists in Telegraph Magazine January 31

The Fableists in The Telegraph Jan 31

Yesterday we shared an article from The Telegraph online that listed The Fableists as one of the top ethical children’s brands. To be mentioned in the same article as Katharine Hamnett is a huge honour and we are delighted to have made this list.

You can read the article online here. 


The Fableists Named ‘Best Ethical Children’s Clothes’ By The Telegraph



The Fableists are listed amongst the top ethical children’s clothes today by the Telegraph. We are feeling rather pleased! Thank you very much to the Telegraph. You can read the article here. 

Check out some of the other fabulous press The Fableists have received on our press page. While you’re at it, a little reminder that our January 50% off sale ends tomorrow, January 31st, so our entirel collection is half price!

The Fableists – Now Accepting Paypal Online

web site screen grab

The Fableists can now accept PayPal payments on our website, making it so much easier for you to shop with us. Getting up to get your credit/debit card is so 2014.

Right now is a great chance to use this new feature, as we also have 50% off our entire collection until January 31st. Come and check us out at

I Have a Clear Idea of What I Don’t Want my Clothes to Say About Me

I have just read a commentary by Dhana Inc. founder Shamini Dhana featured on Triple Pundit entitled ‘Wear What You Stand For: Uniting Humanity Through Fashion’.

The Fableists believe that Dhana is absolutely right to be promoting a more conscious approach to fashion. It’s time we all listen and take notice of what the sustainable fashion movement has been banging on about for decades. But how can we get people to change? Appealing to hearts and minds is winning over consumers by the thousands but it’s not enough. We need millions to pay attention in order to see change in the way that clothes are made, bought, consumed and disposed of.

Dhana’s line, “an unconscious judgment call is made, a perception created at some level, within the first 40 seconds of physically meeting someone new” really strikes to the heart of the matter. We need to start to appeal to the vanity of the masses.

I’m not entirely sure what I want my clothes to say about me, but I am pretty clear on some of the superficial things I don’t want my clothes to say about me: cheap, fake, and common are just a few that spring to mind. Those are things that I would not want said about me on a deeper level either, by the way. Yet, the vast majority of clothes that are bought on this planet say these three very things about the buyer.

Cheap: The companies that produce most clothes make them as cheaply as they possibly can. This means cutting corners at every turn; quality, employment practices, safety standards, ecological considerations, waste disposal and contents are just a few examples of ways that companies can cut costs.

Fake: Often, designer items are copied and sold for a fraction of the price. While many can argue that so-called ‘designer’ items are overpriced, that is often because they pay the craftspeople they employ fairly, with benefits and living wages. They also produce limited edition quantities of items, making them more valuable. Producers of ‘knock off’ items are exploiting our desire for name-branded, designer items and using sweatshop labour in order to produce imitation items that are low quality. Is the badge really that important?

Common: In order to keep prices low, fashion companies produce endless quantities of the same item and sell them all over the world. On any given day, you can be certain that somewhere, several thousand people are wearing the exact same top as you are. No two people are the same. We are like 7 million unique and magnificent snowflakes. Why do we all strive to be the same?

I don’tknow why anyone would want their clothes to give the impression they they are cheap, fake or common. We need to go out of our way to choose quality, authenticity and originality. Wouldn’t you rather leave that impression on everyone you meet? You only have 40 seconds.




50% Off The Fableists’ Entire Collection


No special codes and it’s not top secret; you can shout it from the rooftops – our entire collection is 50% off. Just visit or come in to our store in Coggeshall, Essex and everything is half price. Just in time for Christmas!



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

The Fableists full page ad 131114.cdr


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 Ethical Box Pop Up Shop Saturday November 29th & Sunday November 30th

If you haven’t checked out Ethical Box yet, then please have a look. They are an online marketplace for ethical brands. This weekend, they are holding a pop up shop just off Brick Lane, London, to celebrate their launch. And The Fableists will be there. PopUpPosterJPG

The founders behind new e-commerce site, EthicalBox, are on a mission to show customers that fashion and accessories can still be on-trend, yet sustainable and ethical at the same time. Inspired by the success of Etsy, EthicalBox is an online shopping website where customers can browse and purchase items from the collections of various ethical designers with the click of a button, snap of a smartphone or touch of tablet.

With over 20 different brands currently available, customers will be pleased by the selection of fair-trade merchandise, moderately priced items, easy shipping policy and on-trend collections.

To celebrate the exciting launch of the website, EthicalBox will unveil a pop-up store at Brick Lane Market from November 29-30, 2014 from 9:00 a.m. to 8:00 p.m. at 20 Cheshire Street, London, E2 6EH. Customers are invited to see the EthicalBox site come to life at the pop-up – with representation not just from the brands themselves, but the EthicalBox team as well.

Not only will customers be able to meet the designers behind their favourite sustainable brands on site and save with no shipping fees, but those who attend the pop-up event will also be able to vie for a piece from the exclusive, limited edition EthicalBox T-Shirt line. Only 50 t-shirts, made from 100% recycled plastic bottles turned into fabric, will be available for purchase.

In the spirit of the sustainability, the EthicalBox team will also be handing out 5,000 EthicalBox recyclable water bottles to those attending the pop-up event. A street team will also be on hand to ensure water bottles stay in customer’s hands – and not on the East end ground. The street team will be active on social media throughout the event as well.

EthicalBox, which first launched on October 31 continues to build momentum before the holiday season, as the focus on many Christmas lists this year is sustainable, ethical fashion items to spread cheer for family and friends.

For more information, please visit the EthicalBox website at or view EthicalBox on social media channels such as Instagram (@EthicalBox), Twitter, (@Ethical_Box), or Facebook, (

The event will be taking place across the last weekend of November, one of the busiest shopping times, as it is also Black Friday weekend.

The store is just next to the busy Brick Lane and we expect to draw in a lot of traffic from the market and local vintage and fashion stores.

pop up map


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

Our Films Are Getting Some Amazing Recognition!

‘Finn: Kids Don’t Belong in Factories’ has been selected as a finalist at the London International Awards for Cinematography for Great Guns in the TV/Cinema/Online Film – Production & Post-Production category.

The LIA Awards are an international awards programme that recognise excellence in advertising. They have been running since 1986 and award creativity and the power of ideas in all forms of advertising.

Not to be outdone, ‘The Epic Thread’ has also earned a shortlist spot at the Ciclope Festival.

Ciclope is an international festival of craft in the moving image and takes place this week in Berlin. The event focuses on the execution of the ideas and awards in categories around the making of the film.

‘The Epic Thread has earned The Mill a finalist spot in the 2D Animation category.

Well done and thank you to all of the companies who have worked on these two magnificent film.

Ethical Box Launch: All the Best Ethical Brands

ethical box


Here is a link to bookmark:

Ethical Box features a number of great ethical brands and will grow to be a one stop place for all your ethical shopping needs. This is exactly the kind of site that can make ethical choices easier for consumers – and we all need to get behind that!

Here are the brands you can find on the site today:

ethcial box brands

Go have a look!