Ad industry creatives found simply stylish, ethical kids fashion label

The Fableists has been founded by creatives from the ad, branding, design and VFX industries.

The Fableists is a new fashion label that hits all of the marks that we parents in the creative industries are looking for in clothes for our children.

The garments are classically styled and heard-wearing enough to make it through a full-on rumpus, the graphics on T-shirts come from talented illustrators (including some easily recognisable names) and all of the pieces are produced ethically and sustainably – or as those behind the the label put it, not sewn by 'kids making clothes for kids'.

The label has been founded by husband-and-wife team Matt and Sarah Cooper, and Andy Fowler – who have seven children between them. Matt's ex-The Mill and Beam.TV, as well as setting ad industry boozing handbook/site LBBOnline with Sarah. Andy's the founder of creative agency Brothers and Sisters.

There are pieces for girls and boys, plus some unisex pieces too. The smock dress (right) is beautifully simple and the top highlight of The Fableist's first collection, but I could quite happily dress my daughter and son in anything from the range – which is very rare to say about a fashion line.

Use the slideshow controls above and right to see the more from The Fableists launch line, and find out more about those behind it.

The T-shirts feature designs by the likes of Anthony Peters, Crispin Finn, Gregori Saavedra and Sami Viljanto.

The identity for The Fableists was created by Freytag Anderson, who we'll be posting an interview about its design soon, with photography by Sam Robinson and video directed by Olivier Venturini.

One of the founding principles behind The Fableists is to ensure everyone involved in the creation of the clothing is fairly treat.

“Like so many people, we were concerned with the growing throw-away fashion trend that led to such tragedies as the Rana Plaza collapse this spring,” says The Fableists founder and entrepreneur Matt Cooper.

"We created The Fableists to meet our own needs and those of our friends and colleagues in the creative industries.”

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“In order to get our message out, it made sense to collaborate with the amazing creative talent that we’ve met through over two decades in the advertising industry," continues Matt. "Everyone involved is passionate and excited about the product we are launching and also about our small contribution to the planet and her people. Most of all, we don’t want to set a future deadline to work towards – we want to make changes now.”

The pieces, which cost between £16 for a T-shirt to £45 for a jacket, will be sold online at There will also be a pop-up store at Brothers and Sisters in Clerkenwell.

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