The Fableists is a new fashion label that hits all of the marks that we parents in the creative industries are looking for in clothes for our children.

The garments are classically styled and heard-wearing enough to make it through a full-on rumpus, the graphics on T-shirts come from talented illustrators (including some easily recognisable names) and all of the pieces are produced ethically and sustainably – or as those behind the the label put it, not sewn by 'kids making clothes for kids'.

The label has been founded by husband-and-wife team Matt and Sarah Cooper, and Andy Fowler – who have seven children between them. Matt's ex-The Mill and Beam.TV, as well as setting ad industry boozing handbook/site LBBOnline with Sarah. Andy's the founder of creative agency Brothers and Sisters.

There are pieces for girls and boys, plus some unisex pieces too. The smock dress (right) is beautifully simple and the top highlight of The Fableist's first collection, but I could quite happily dress my daughter and son in anything from the range – which is very rare to say about a fashion line.

Use the slideshow controls above and right to see the more from The Fableists launch line, and find out more about those behind it.