Our Story
I’m Sal - mum of two and founder of Ducky Zebra. What began with a single moment of realisation has grown into a purpose-led children’s clothing brand championing confidence, kindness, and gender equality.
When my daughter was four, she told me she couldn’t be a taxi driver when she grew up, because she was a girl. Despite everything we tried at home, the world around her was already shaping what she thought she could and couldn’t be. She rarely saw women driving taxis, trains, or planes - and the clothes, toys, puzzles and books featuring vehicles were almost always marketed to boys.
I started noticing the messages she was absorbing: books full of prettiness and perfection, toys divided into “for girls” and “for boys,” and clothes that encouraged her to be cute, sparkly, and small.
Change of direction
At first, I set out to create clothes that would inspire girls to feel confident and capable. But very quickly, my research showed the problem was just as bad for boys - perhaps worse. Dull colours. Aggressive, teeth-baring characters. Messages about dominance and toughness, with little reference to kindness. I didn’t want either of my children growing up boxed in by outdated stereotypes.
Ducky Zebra was born to benefit all children - breaking stereotypes and celebrating qualities that truly matter: confidence, kindness, curiosity, and adventure.
Child-led designs
We spoke with hundreds of families and involved over 50 children in our early design process (because kids really do know best). Together, we developed clothes that feel good, move well, and support proper play -whether that’s climbing trees, digging in mud, or curling up with a book.
One of my favourite details is our embroidered “splash power button,” often hidden inside a pocket, designed as a gentle reminder to splash kindness and confidence, even when things feel tough.
Built with care - for children, people and planet
From the start, sustainability has been a core value, not an afterthought. Our clothes are made using GOTS-certified organic cotton, in partnership with a manufacturer who shares our values. We believe in slow fashion, thoughtful design, and quality that lasts.
Growing, learning and continuing our mission
Since launching in 2021, we’ve grown in ways I could never have imagined. From attending trade shows, gaining stockists and featuring in John Lewis and Blenheim Palace, to picking up lovely awards along the way. We’ve also cherished real-world connections - from our pop-up in Oxford’s Covered Market to now sharing a beautiful shop in Burford alongside 13 other small, purposeful businesses. A highlight has been our collaboration with the Roald Dahl Story Company, celebrating storytelling, imagination, and bedtime magic. Through it all, we’ve evolved our designs while staying true to our core values every step of the way.
Thank you!
Thank you for being part of our journey. Whether you’re here for sustainability, equality, brilliant design, or simply happy, cheery clothes that spark confidence and kindness — we’re so glad you found us.
