Our Story

Wrapped in Love

Colourful

Bright, bold, and full of life – our designs are made to bring a pop of color to every day, spreading joy to little ones and their families.

Sustainable

Carefully crafted with the planet in mind, our products are made to last while minimizing environmental impact. Better for the Earth, better for families.

Organic

Soft, safe, and natural. We use only GOTS-certified organic cotton, so you can trust that our products are as gentle on the environment as they are on your loved ones.

Supportive

One Product donated for every 3 purchased. You can rest assured that any purchase from us, large or small will have a direct impact on helping families in need.

About the Company

Our Values and Mission

Cleo’s Cloths was created with a simple but meaningful goal: to spread joy through colorful, ethically made baby products and give back to families in need.

Our mission is at the core of everything we do. For every three products purchased, we donate one to a Pediatric or Neonatal ICU, starting with the Evelina Children’s Hospital in London.

We’re passionate about ensuring our products are not only beautiful but also sustainably made. All our items are crafted from GOTS-certified organic cotton, reflecting our commitment to ethical production and environmental responsibility. Every single product is designed in-house and created with care, so you can feel good about what you’re buying – and even better about the difference you’re helping to make.

GOTS-Certified Organic Cotton

All our products are made from GOTS-certified organic cotton, ensuring the highest standards of sustainability, ethical production, and quality. This certification guarantees that our cotton is grown without harmful chemicals and processed with respect for the environment and workers’ rights.

You won’t find anything for sale by us that doesn’t respect these ideals.

About Us

The Founders and Foundation

Cleo’s Cloths is a family-owned and run business, started by us, Josie and Sam Murphy following the passing of our daughter, Cleo.

During our time in intensive care with Cleo, we were deeply impressed and incredibly grateful for the people working tirelessly to care for us and our daughter. However, we also noticed the stark lack of colour and, like thousands of parents across the country (and many more worldwide), our visit to the ICU was not short.

During this difficult time, we brought some of Josie’s colorful designs with us to brighten up the space and provide a comforting focal point for us and for Cleo. It was a small but powerful way to bring warmth into a challenging environment. Other parents and ICU staff commented on how nice it was to see such bold colours.

Sadly, our daughter Cleo passed away in 2023, and in her honor, we decided to create something positive to give back to the ICUs that looked after us, and to support families across the UK. We wanted to spread colour, while donating much needed baby goods to intensive care units and families in need.
We know first hand the emotional and mental health benefits of colourful surroundings, and believe that all parents and children, regardless of their circumstances, deserve access to quality, sustainable and ethical baby products.

With the support of fundraising efforts from other parents and our community, Cleo’s Cloths was born. Although we’re still a small company, we’re driven by a big hope: to help as many families as possible, one colorful product at a time.

Who is Cleo?

Firstly please be warned that Cleo’s story is emotional, and may be upsetting. Cleo’s Cloths was founded to honor her memory and do good things in her name, so for us, it wouldn’t be right not to tell her story here, but that doesn’t mean that you have to read it!

It is absolutely not our goal to make anyone sad, nor do we want anyone to buy any of our products in pity. On the contrary, Cleo’s story is the heart of our pledge, and her memory is what drives us to succeed!
We believe our mission and the quality of our products stand on their own and Cleo’s name can become synonymous with something unique and truly good.

If you want to ask about anything on this page, or if you’re thinking of starting up your own socially responsible business and aren’t sure where to start, don’t hesitate to get in touch!

If you’ve lost someone and are struggling, please remember there are support groups and charities that can help such as SLOW.

Cleo’s Story

Cleo Grey Murphy was born on 30th December 2022. She had a proud older sister, Minnie Mae. Cleo’s birth was not straightforward (A rare breech labor), but soon she was home with her family, and getting used to life with a hairy dog and a curious 2-year old sister.

Born with a mix of Mediterranean and British heritage, there was lots of fun watching to see whose features she might inherit!

By all accounts, she was a happy, healthy baby, and she captured the hearts of her extended family and friends.

Sadly, unknown to anyone, Cleo was born with a heart condition – untreatable and of unknown cause.

After 3 happy months at home, and a number of weeks in hospital, Cleo passed away on April 3rd 2023.

Cleo’s life was short, happy and full of Love. She had a big impact on a lot of people, and has inspired us to make a positive impact on the world.