Durham mum launches infantwear brand

A Durham-based entrepreneur has launched a new infant clothing brand aimed at combining sustainability, practicality and gender-neutral design in the babywear market.

Fiona Milroy founded Little’n after identifying what she believed was a gap in the market for stylish baby clothes that move away from traditional gender stereotypes.

The mum-of-three, who previously worked as a chief financial officer, began developing the idea after welcoming her third son. 

43-year-old Fiona, who was born and raised in the North East, said: “I’ve always loved clothes and fashion. 

“But with three young boys I soon realised the options weren’t great. 

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

However, the concept remained on hold until 2024, when she and colleague Max Bengtsson stepped away from senior leadership roles following a company restructure, giving her the opportunity to focus on launching the business.

Fiona added: “Not long after, I arrived in Copenhagen to meet Max and we ended up discussing the idea. 

“It instantly clicked, and we realised we could build something genuinely different.

“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.”

Max Bengtsson and Fiona Milroy, founders of Little’n

After a year of planning and development, Little’n officially launched in October 2025 with a range designed to be suitable for both boys and girls.

Central to the brand’s concept is a focus on sustainability and longevity. 

All garments are made from GOTS-certified organic cotton (Global Organic Textile Standard), while practical features such as foldable cuffs allow items to adapt as babies grow, helping extend the lifespan of each piece.

Fiona also drew on her own experience as a parent when designing the collection, ensuring the clothing prioritises comfort and functionality alongside style.

She added: “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.”

The infantwear range is currently available online and recently secured its first retail stockist, with further expansion into physical retail planned this year.

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