On average, baby clothes are worn around 3 times,
only 8% of these garments will get a new owner.

From over 25 billion garments 12% gets recycled,
less than 1% is recycled into new clothing.

Wait, what?

So this is how the adventure started. A Saturday morning read about the children's apparel industry with some staggering facts that made my mind come to a standstill. Like all newly parents we got overloaded with beautiful gifts and a lot being kids clothing. And as grateful as we were for all these lovely items it also presented us with a problem; Our baby was growing so much faster than all those garments in her wardrobe...

So the most obvious question is, why start another clothing brand when what we really need is less? But the truth is that sustainable clothing makes up less than 5% of the children's apparel market. And innovation in textiles and design have mainly found their way to the adult fashion industry. So with over 20 years of experience in fashion and specialised in making durable basics, this felt like both a challenge as an opportunity.

We are Little Basics

Today we are a small yet determined team sharing the same beliefs. Innovation is what drives us because we love to solve practical problems. Together we create the highest quality of sustainable products at an accessible price.

Ethically made and fair for all.

Meet the Team

Ruben Fust


I have always had a strong admiration for companies finding solutions to practical consumer problems. I also believe each parent encounters the same problems when it comes to children's clothing; they grow out of it too fast therefore we do not want to spend too much money on it yet because of fast fashion a lot of us buy more than what we really need. It is a paradox where we feel that children's clothing isn't worth spending a lot of money on but on the other hand, we only want what's best for our little ones.

With over 20 years of experience in the adult apparel industry, mainly focussed on high-quality functional clothing, I feel privileged that I can now use this knowledge in creating a practical clothing solution benefiting our planet and the people on it.

Mimi Karoo


Could there be a better Chief of Product than one that tries out every Little Basics garment in our collection and will personally put it to the test? We sure think not. And don't be fooled by her cute looks and happy smiles because Mimi is, just like her mother, our most fierce critic. Products without stretch or complicated designs that might look good but are awful to wear can count on angry looks and loud growls.

Mimi's mission at Little Basics is simple, she insists that we do everything in our power to make planet-friendly and ultra-comfy outfits. The quality standard for children's clothing should be no different from that of adults. It's like Mimi always says; I might grow fast and I might not be able to wear my sweater as long as you do, but that doesn't mean I should wear lesser quality.