That's Not Fair London

The sweetest designs for kids but more importantly the most lovely store owner. Prices are incredibly reasonable. I spotted it while walking down the street and was brought in thinking it was going to be incredibly expensive because of the wait and thought everything was so well priced. The owner and maker Toene makes me want to move to London. I hope she is so proud of what she has made!

Just the shop your kids deserve. Totally recommended. Love and magic created by incredible Toene.Our best shopping experience ever!

Teone is a wonderful human who serves her community and the children in it with all the love. The shop is both child and parent friendly, and the cute handmade clothes are always done in the cutest, homespun, vintage feel high quality fabrics. The collections have a timeless look about them, lots of traditional and classic childrenswear styles that take you back to sweeter, simpler days, but they is definitely a contemporary spin on a lot of it, as she design themselves all in-house and oversees manufacture just down the road! It’s really a goldmine for London and the prices are SOOOOO approachable. Don’t let the name mislead you, everything about this place is fair fair fair. My little boy loves the trousers I got there, and all of the corduroy shirts!

That's Not Fair London is a gem!!! Toene not only creates stunning and affordable kids clothes, produced locally... her shop is an amazing hub of the community where parents and children are connected to each other and loved. She even invites the kids to get involved in the creative process of making clothes. I cannot express my gratitude enough to have a business like this on my doorstep, and my children are so much better dressed for it!!

That’s not fair is hands down the best brand for Kidswear I know ! I have a 1.5 toddler and this is my go to shop. The designs are creative and attentive to kids needs and behaviour , there is a distinct aesthetic that’s really fashionable and “serene / calming” there is a sense of well-being in the environment and int he designs , plus the owner is so fun and entertaining! The prices are very affordable too . I couldn’t recommend it more !

This shop embodies all the reasons to not do online shopping. The space and the beautiful clothes form a carefully crafted, unique experience. Owner/designer Toene cares a great deal about everything, particularly her customer’s satisfaction and their children’s happiness. That’s Not Fair London is a one-off little manifesto for community and the high street.

I always shop here for children’s clothes. The items are unique and the quality is fantastic. I have no children of my own, so these are gifts. Parents love them and so do the children. I frequently find out the item has been handed down to a sibling who decided it was there favourite thing to wear.

Signed up for the free children's sewing class, what a great initiative and responded within 30mins of receiving the email. Didn't receive no contact until I emailed to confirm, today. I was met with I missed the deadline. I responded with a please see attached" as I clearly had responded ASAP

That's Not Fair London is the best place for unique, stylish and beautiful children's clothes. We are so pleased to have discovered this beautiful store and my children are always getting complements when wearing Teone's wonderful designs. Highly recommend!!!