12 | LUXlife Magazine Most Innovative Babywear Brand 2025 – UK The original magnetic clothing company, Magnet Mouse London Ltd solved a problem every parent or anyone who has ever dressed a baby has experienced: buttons that fall off or are too fiddly to fasten, poppers that will not line up, or zippers that get stuck. It has done this thanks to its IP, magnet-fastening baby clothes that are as classy as they are comfortable. With the brand being celebrated here, we caught up with the visionary Mouse Allen for more on her timeless babywear with a twist. When it comes to babies, everything moves so fast. Rather than having to waste time or test patience on fiddly fastenings, Magnet Mouse allows more time for cuddles by removing the notorious hassle of dressing a baby. In a world where quick and easy often means cheap and poor quality, the company bucks the trend by offering a line of products made in the UK from 100% cotton – even down to the tiny magnetic fastenings, themselves hidden away in super-soft cotton for both comfort and aesthetic purposes. Not only does this magnetic baby clothing make getting dressed much easier, but it is also a lifeline for parents, grandparents, and caregivers suffering with issues regarding their mobility or manual dexterity. Recognising the importance of its products for those living with these difficulties, Magnet Mouse has partnered with a number of NHS trusts to provide discounts on its products to affected mothers and fathers. The unique designs offered by Magnet Mouse are the product of Mouse Allen – the company director – conducting several years of research into everything from crafting techniques and marketing, as well as drinking lots of tea. Thanks to this, the brand today has its bespoke sewing machines which it uses to attach the magnets to its distinctly British styles. All of this is done at home in England, allowing the brand to manage everything from its manufacturing to its suppliers with maximum effectiveness. “We are in control of every step of the process and have worked with the same manufacturer for nearly ten years.” In the early days of Magnet Mouse, the brand sourced its manufacturers and suppliers from abroad, trying a number of countries to find one that fit. However, Mouse and her team quickly found that there was no better way to achieve their ethical, quality, and timely production aims than to house the entire process in their own country. Mouse herself explained: “The technical expertise, professionalism, and attention to detail here on these shores beats everything we encountered abroad.” Similarly, it is no secret that many brands with manufacturing facilities abroad are unaware of the conditions their staff are working in, and child labour is unfortunately commonplace. “Our clothes are made for children, never by children”, stated Mouse. “Everything is made by properly paid adults who finish work at 2pm and do yoga together on a Friday. They care about their work and we care about them. We know them and if there are any questions, we can hop in the car and chat face to face the same day.” This approach reflects Magnet Mouse taking steps to combat a problem that the industry and consumers alike know exists – but do little about. Mouse added: “We need to make people care about the garment manufacturing industry and if they are buying a baby grow for £10, ask how much the worker got paid after fabric, trimming, printing, machinery, overheads, factory managers, salaries, freight, import/export taxes, and finally the UK retailers’ mark up. Did the seamstress get anything at all and if not, why not?” With these questions fresh in the mind, Magnet Mouse’s approach – combined with its recession-resistant nature and enduring designs – is positioning it favourably in a market that needs an overhaul. The garment industry simply tries to move too quickly, collections and styles change all the time and this leads to fast fashion, cheap clothing, and a lot of surplus in landfill. This is bad for everyone, especially the consumer, who is encouraged to buy clothing where quality is a secondary thought. Magnet Mouse’s clothes cry out to be passed along to others or even down the generations, as they have been designed to last. The brand has even branched out into clothing for mothers, bedding for babies, and gifts in recent years, further underpinning its commitment to the cause. It is the trend-setting nature of Magnet Mouse Ltd that has resulted in it featuring in our Parent and Baby Awards for the second consecutive year. Contact: Mouse Allen Company: Magnet Mouse Ltd Web Address: https://magnetmouse.co.uk/
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