The brand the family store grew out of

Every other brand here was chosen. This one was built. the bonnie mob launched in 2005 as a family business in sunny Brighton, and it is still designed here. When the family store came together, the question was simple: which brands would sit happily beside this one? Everything else in the shop had to earn that.

Knitted by someone who knows how

the bonnie mob was founded by Tracey Samuel, who trained at Central Saint Martins and designed knitwear for Sonia Rykiel, Donna Karan and Ralph Lauren before turning to children's clothes. She is a self-confessed knit geek, happiest developing her own yarns to make her own fabrics to make her own knitwear — the space-dye running through the collection is hers, from the yarn up.

Fully fashioned, which is the whole point. Most knitwear is made by knitting a large sheet of fabric and cutting the shapes from it. Fully fashioned knitting shapes each panel on the machine instead, stitches added and dropped to form the armhole, the shoulder, the neck. Nothing is cut, so nothing is thrown away, and there are no raw edges inside the seams to work loose. It is slower, it uses considerably less yarn, and it gives fine knitwear its signature details — the fully fashioned marks up the raglan, ribbing that meets the body cleanly, a shoulder set exactly where it should sit.

The yarns. GOTS certified organic cotton, and organic cotton blended with cashmere for the softest pieces. Cashmere fibre is exceptionally fine, which is what makes it soft against new skin and warm for its weight — warmth without bulk to move in. Merino for the winter hats, fine enough never to prickle.

Machine washable, cashmere included. Every knitted piece goes into the machine on a wool or delicate cycle at 30. So much children's knitwear arrives hand-wash or dry-clean only, which means it stays in the drawer. Knitwear you can wash easily is knitwear that gets worn.

Room to grow, built in. Most bonniemob knits are made with turn-back cuffs, so sleeves can be let down as they grow. One size fits for far longer — the simplest sustainability there is.

Beyond the knitwear. Hand-drawn prints on GOTS organic cotton jersey. Outerwear in GRS certified recycled polyester throughout — shell, lining and padding — finished with BIONIC-FINISH ECO, which is free from PFCs and fluorocarbons, formaldehyde and paraffin. Teethers in food-grade silicone. The detail is where the thinking goes.

Buy once, buy well, pass it on. That has been the line since 2005, and it is the measure everything is held to. We love nothing more than a photograph of a bonniemob piece on a second, third or even fourth sibling. That is exactly what it was made for.

Recognised, and in good company. Winner of Best Baby and Kids Clothing and Accessories Brand at the Marie Claire Sustainability Awards 2024, and stocked by Selfridges, Harrods and Bergdorf Goodman.

Certified, not just claimed. GOTS for the organic cotton, OEKO-TEX Standard 100 for textile safety, and SEDEX membership for responsible sourcing. Where organic yarn is not available, cotton approved by the Better Cotton Initiative is used instead. The same factories have made these clothes since 2004.

Organic baby clothes, baby and kids knitwear, knitted cardigans, rompers, blankets, bonnets and sun hats — designed in Brighton, newborn to nine years.