Loading... Please wait...
£ $
SIGN IN my account

No added sugar

No added sugar was born through a simple desire to create witty baby T’shirts.Deborah

The year was 2001, my first child Gabriel was just one year old, we were living in a enviable loft in edgy Old Street, London, with Shoreditch and Hoxton just a stones throw away, and I was itching to to do something creative and a little challenging.


Having created and ran the Pushca brand of clubs and parties with my husband Ric for almost ten years, we had lived a colourful and mainly nocturnal past life. The parties were flamboyant; attracting a fascinating glamorous mix of London’s glitterati in lavish environments, with strict door policies and dancing until breakfast time, that with Gabriel as our new baby, we had woken up to a different world.

A very small range of baby T’shirts samples were produced and I called up my wish list of shops and stores for appointments. The response was phenomenal, not one buyer did not place an order, we were on a high!
By October that year we were supplying a credible mix of London shops and stores and the re-orders came in thick and fast with many a night attaching swing tickets until the early hours at my kitchen table. We offered a postal service to customers so at the end of each day I would lug a big sack of parcels down to Old Street post office. ‘The sack’ became two, then three and then unmanageable. Our little business was growing and spreading out from the corner of our loft and eating into our space in all senses.

From those early days we have passionately grown our business. From 2007 we presented our very first full collection and these have continued to grow in volume and distribution. We stock some wonderful stores globally. Our ethos to produce high quality witty kids wear has been appreciated and it is that appreciation and shared pleasure that drives us on.
In 2009 we took a very deep breath and relocated our business to Hampshire. We had personally moved to this wonderful undulating countryside two years previous and after two painful years of five hours commute a day we needed to reassess our lifestyle.

We work in beautiful soulful barns, with blissful under floor heating and a courtyard garden with the beauty of the south downs national park enveloping us, how could we not have come?
Our London team sit on the 8am from Waterloo and the local team work incredibly hard and enthusiastically to drive the business forward.
In September 2012 we opened our very first shop in Ledbury Road, Notting Hill. The joy of creating our own space to tell our story, has been incredible and we thrive on this new experience!

As we step in to 2013 we delight in our growth and are excited about the journey ahead; we're only at the tip of the iceberg!
Our core values of quality products and exceptional customer service are as key today as when we set out. We hope you'll join us in our journey and share our vision; to inject a little bit more adventure in to that little person’s wardrobe.

Deborah Medhurst
Founder