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No added sugar

No added sugar

This quirky British label was born in 2001 after mum of one Deborah Medhurst decided to create a brand which sold trendy yet affordable clothing that kids would love as much as parents. The innovative styles designed by the founder herself, are playful and youthful whilst still transcending a stylish vibrancy; perfect for modern, edgy kids who love to stand out from the crowd.

No Added Sugar Corduroy Dress

£60.00 £42.00

Charcoal Herringbone Jacket

No Added Sugar Charcoal Herringbone Jacket

£159.00 £111.00

Turquoise and navy striped cardigan

No Added Sugar Turquoise and navy striped cardigan

£40.00 £28.00

Grey dress with ruffled hips

No Added Sugar Grey dress with ruffled hips

£70.00 £49.00

Purple dress with ruffled hips

No Added Sugar Purple dress with ruffled hips

£70.00 £49.00

Grey ruffle dress with pink skirt

No Added Sugar Grey ruffle dress with pink skirt

£75.00 £53.00

Grey double breasted coat with hip details

No Added Sugar Grey double breasted coat with hip details

£169.00 £118.00

Pink and purple ruffle dress

No Added Sugar Pink and purple ruffle dress

£75.00 £53.00

Furry teal blanket

No Added Sugar Furry teal blanket

£52.00 £36.00

Gilt Edge City Jacket

No Added Sugar Gilt Edge City Jacket

£70.00 £49.00

Delobell Striped Dress

No Added Sugar Delobell Striped Dress

£65.00 £46.00

It's Great To Be Me Long Sleeved Tee

No Added Sugar It's Great To Be Me Long Sleeved Tee

£26.00 £18.00

Grey KER-CHING! tee

No Added Sugar Grey KER-CHING! tee

£18.99 £9.00

More About No Added Sugar

It was one year after the birth of her son Gabriel, in the Summer of 2001, that Deborah Medhurst founded No Added Sugar after struggling to find stylish, affordable babywear.
After spending many years as a successful event organiser, Deborah decided to use her creative talents to create a unique range of baby T-shirts. The reaction was huge, with parents all over the world rushing to snap up the innovative designs. Soon the demand became as such that the range was expanded up to age 5 years.

Over 10 years on, No Added Sugar has grown even further both in products and age with the current range catering for children up to 12 years. No Added Sugar has enjoyed substantial growth in wholesale supply and also via the online shop allowing customers to purchase the items direct. This was further encouraged by the launch of the first full seasonal collection in AW07, available to buy online. These collections, which are produced in line with the main fashion seasonal calendar, sit alongside the No Added Sugar Classics, an extensive range of edgy t-shirts, playsuits and contemporary jeans.

The team at No Added Sugar are constantly striving to develop the brand through continued creative development. All cottons are produced in Portugal and woollens in Italy and Hong Kong. Core brand values include unique designs, highest quality materials and excellent customer service.

The brand is available in over 200 stores throughout the UK, including Harvey Nichols and Harrods as well as showrooms in Germany, New York and Los Angeles.

No Added Sugar At AlexAndAlexa.com

This season, No Added Sugar Girls are treated to an array of colourful stripes featuring on ruffle and bustle dresses. Perfect for picnics in the park this summer, these dresses are playful, practical and ever stylish. No Added Sugar Boys have their pick of t-shirts emblazoned with slogans and prints as well as stripes for this season. Hooded jumpers and button cardigans provide functional cover-ups for cool summer evenings. For No Added Sugar Babies, a hearty mix of designs from the Girls and Boys collection provides a unique range of summer playwear for newborns to toddlers.

Shop the No Added Sugar collection at AlexandAlexa.com and receive FREE shipping and returns to all destinations, plus price match guarantee on all items. Same day courier service is also available for customers in and around London.