The Bonnie Mob

Award-Winning Organic Baby and Kidswear. Founded by Tracey in Brighton Since 2005.

The Bonnie Mob was founded in 2005 by Tracey Samuel — a technical knitwear designer who studied at Central Saint Martins, spent years working from factory floors upward learning how knitting machinery actually works, and then spent several years at Sonia Rykiel in Paris before deciding she wanted to build something of her own. The brand started as Bonnie Baby and got its first significant moment of attention when Gwyneth Paltrow bought the 'Apple of Daddy's Eye' sweater for her daughter Apple — in a pre-social media world, the press that followed was considerable. Tracey adopted the apple as the brand's logo, which it has been ever since. In 2015, for the brand's tenth birthday, Bonnie Baby became The Bonnie Mob: a name that better reflected who the clothes were now for — den builders, wildlife hunters, felt-tip masterpiece makers, seven-year-old explorers who needed clothes that could keep up.

The motto has been the same since 2005: Buy Once, Buy Well, Pass It On. Every piece is designed to be played in, well-loved, washed repeatedly, passed to a sibling, then passed again to a friend. The knitwear is produced using traditional fully-fashioned knitting techniques — slower and more considered than cut knitting, producing significantly less waste and a considerably longer-lasting garment. Everything uses GOTS-certified organic cotton, 100% lambswool, recycled materials or other certified natural fibres. The collections are designed in Brighton and produced with long-standing factory partners — some working with The Bonnie Mob since 2004 — who are visited regularly and whose staff Tracey knows by name. Won Best Baby Fashion Brand 2019. Stocked at Harrods, Selfridges, Harvey Nichols and independent boutiques worldwide. These are clothes made to outlast the childhood they were bought for, which is rather the point.

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