Durham-based parent launches own kids vegan fashion brand

Mum-of-three Fiona Millroy launched Little’n, a unisex infantwear label, in October after spotting a lack of stylish, practical options for boys that weren’t “bland, boring, mini-man” designs or heavily gendered.

Fiona Millroy, 43, said: “I’ve always loved clothes and fashion, but with three young boys I soon realised the options weren’t great.

LaunchingLittle’n, a unisex infantwear label (Image: Helen Russell Photography)

“In the infantwear world, girls get all the fun and I wanted something better for my boys.”

The concept was set aside for years until a turning point in 2024, when Ms Millroy and her colleague Max Bengtteson left their roles as senior executives following a company restructure.

While meeting in Copenhagen, the pair revisited the idea, and with Mr Bengtteson’s support, Ms Millroy realised they could create a fresh alternative in children’s clothing.

Wanting to avoid gender stereotypes, she soon found the designs worked just as well for girls, resulting in a truly unisex range.

Some of the new designs (Image: Helen Russell Photography)

After a year of development, Little’n launched in October 2025.

Three core values shape the brand: design, practicality, and environmental responsibility.

Ms Millroy said: “There were three key boxes to tick for me: looking good, being functional and not costing the planet.

“We all know fast fashion has a huge impact – and infantwear isn’t immune.”

The entire range is made with GOTS-certified organic cotton and Little’n was highlighted as a sustainable brand during Index Kidswear in February.

Clothing is designed with “room to grow” features, such as foldable cuffs, so pieces last longer between sizes.

Drawing on her own parenting experience, Ms Millroy shaped the designs around everyday convenience.

She said: “We have a strict popper-free policy.

“Anyone who has done a night change knows what a nightmare it is trying to line them back up.

“Instead, we have our Notty style, which can be tied at the bottom, or two-way zips for easy access on our Grow styles.”

Currently available online, Little’n has secured its first retail partner and is planning further retail expansion in 2026.

The range includes four prints: Stars, Leopard, Sleepy Eye, and Classic White.

Prices start at £22.99 for individual pieces, with discounted rates found on three-packs.

More information can be found at www.littlen.uk.