Isaac Anthony

Founder Natalie Shore leveraged her background in retail at Selfridges and her degree in accounting to launch the Isaac Anthony brand in 2019. The idea? Sustainable, luxury clothing for babies and children, with a special emphasis on personalisation.

“When our son Isaac was born, it wasn’t long before we found out he suffered from eczema - it took next to nothing to make his skin flare up, and we struggled to find clothing that didn’t irritate his sensitive skin. Then when our youngest son Anthony was born, he spent some time in the NICU, and we were again surprised at how difficult it was to find gentle, organic clothing in premature baby sizes.

Ultimately, we decided to produce our own clothing line to meet this obvious gap in the market. As organic clothing is free of pesticides and chemicals, it’s soft and gentle against delicate baby skin - it was the logical choice. And to meet the needs of tiny babies and young children, we’ve made our clothing in a range of sizes - from pre-newborn, all the way up to age 5.”

Instagram: @isaacanthonyofficial