Brands We Love – No Added Sugar

If you are a regular reader of the Les Enfants blog, you will know how much we adore children’s fashion, and how we love a great British brand.  If you are anything like us, you will fall head over heels for No Added Sugar.


No Added Sugar are a gorgeous children’s and baby brand with a passion for fantastic prints and quirky design.  Their new SS17 line is filled with cartoon patches, paint splat prints and family fun.  Titled Kith & Kin, the collection celebrates those nearest and dearest, and their look book demonstrates this, with appearances from dads, grandads and siblings alike.

No Added Sugar SS17

We adore their paint splodge dress (as messy creatives, how could we not?!), and love that it is available for babies and older children alike.  This is one of No Added Sugar’s particularly strong focuses, they provide wonderful clothing across a wide variety of ages for both boys and girls, meaning nobody is left out!

The brand was born in 2001, through a simple desire to create a range of witty baby’s t-shirts. After creating and running the Puscha brand of clubs and parties with her husband, founder Deborah Medhurst was plunged into a different world upon having her baby Gabriel.

No Added Sugar SS17

“We had lived a colourful and mainly nocturnal past life. The parties were flamboyant; attracting a fascinating glamorous mix of London’s glitterati in lavish environments, with strict door policies and dancing until breakfast time, that with Gabriel as our new baby, we had woken up to a different world.”

Deborah wanted to create a fun range of baby clothing that spoke to their sense of humour and previous lifestyle, and, through this desire, No Added Sugar was born.

No Added Sugar SS17

“A small range of baby T’shirts samples were produced and I called up my wish list of shops and stores for appointments. The response was phenomenal, not one buyer did not place an order, we were on a high! We offered a postal service to customers so at the end of each day I would lug a big sack of parcels down to Old Street post office. ‘The sack’ became two, then three and then unmanageable.”

After their huge success with their baby t-shirt line, the brand decided to branch into childrenswear, and created their first full collection in 2007, which was stocked in a long list of impressive stores including Liberty, Selfridges and Harvey Nichols.

No Added Sugar SS17

As 2016 drew to a close, No Added Sugar celebrated their 15th year.  Looking through their new collection it is not hard to see how they have had such great success.

Our team’s favourites include the fantastic patch decorated jackets – these will keep your boys and girls warm, and dry and we know how unpredictable the British spring time can be! We also love their honeycomb jumpers in two gorgeous colours, and this brilliant bunny camo print jacket.

No Added Sugar SS17


Snap up their SS17 collection whilst you can folks, because as the weather starts to get warmer and dryer (which, thank goodness does slowly seem to be happening), these pieces are going to start flying off the shelves.