What we do...
Boy Wonder is a premium boy’s fashion brand with ethics and sustainability at it’s heart.
The launch collection for 5-10 year olds comprises of short sleeved and long sleeved t-shirts and cosy sweatshirts.

The stereotype free designs feature original prints with a quirky British twist and follow circular design principles such as in-built room for growth along with care and repair guides and products.

We honour British heritage and craftsmanship by prioritising premium quality, British-made materials thoughtfully selected for sustainability and fully certified.

We are committed to ethical manufacture and using natural fibres that are animal friendly and reduce harm to the planet. By both our practice and our social media presence we hope to inspire others to reduce needless consumption and waste.

And why we do it...
When I became pregnant with my son I became aware of the multitude of nasty chemicals in everyday products and so tried to reduce my unborn child's exposure to these by using natural products and eating organic food. As a baby my son suffered with severe eczema and I soon found out that non-organic cotton contains lots of toxic nasties too that I didn't want near my child's delicate skin. As he got older he also developed asthma, which has been very serious at times and now research has shown that it is linked to air pollution.

Over the years since becoming a mum, I have been learning more and more about green issues triggered by my concern for my son's health and wellbeing. This fed into my work as a fashion designer as I began to research ethical and sustainable fashion. I soon realised that the industry was based on the exploitation of people and the precious resources of our planet. Shocking statistics and stories of child labour, especially in conventional cotton growing, reinforced my preference for organic cotton. I couldn't bear the thought of children the same age as my son working in terrible conditions often for no pay. I have written a lot about these issues in my blog over the years.

I chose to make in Britain because I grew up in an area rich with textile history; the birthplace of the modern textile factory system, the longest running textile factory, hosiery makers, silk spinning and lace making and I worked during my school holidays at a designer lingerie design studio. Over the years I saw this vibrant industry that I had always dreamed of working in, all but disappear as companies moved production off shore. I believe in British craftsmanship and skill retention and that local production benefits the community and the planet.

I want my son to have a fairer, greener, cleaner future, which is why I strive every day to drive change in the industry and to offer a kinder, brighter product to other parents who want the same.

Ismay
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