03/07/2026
Welcome to Our Story
If you’ve found your way here, welcome.
This is where I’ll be sharing two journeys that are becoming beautifully intertwined: watching our son, Jago, grow up, and building Jago’s Tribe from the ground up.
Jago was born in July 2025, and like so many new parents, everything changed overnight.
As I searched for clothes for him, I kept coming back to the same frustration.
Boys’ clothing seemed to fall into two categories—plain basics or clothes covered in dinosaurs, tractors and slogans. Where were the colourful prints? The beautiful fabrics? The pieces that felt as thoughtfully designed as those available for girls?
As a summer baby, there was another challenge. I wanted lightweight, breathable clothing that protected his delicate skin from the sun without making him too hot. I couldn’t find exactly what I was looking for.
So I decided to create it.
Every romper and shirt has been designed with real life in mind. Before launching, I packed the collection into a suitcase and headed to Barbados, where Jago wore the samples every day for a month. They were washed over and over again in the tropical heat, tested on the beach, out for lunch, on adventures, and through everything a busy baby can throw at them. I wanted to be absolutely certain they were as soft, breathable and durable as I’d imagined.
That month gave me confidence that these weren’t just beautiful clothes—they were clothes made to be lived in.
But Jago’s Tribe has always been about something bigger than clothing.
I spent much of my childhood in Zimbabwe, where I developed a deep love for wildlife and the natural world. Some of my happiest memories are of seeing incredible animals in their natural habitat—experiences that shaped who I am and that I hope future generations will still have the chance to enjoy.
The fashion industry creates an enormous amount of waste, and while no brand is perfect, I wanted Jago’s Tribe to be built with purpose. That’s why we donate £1 from every item to wildlife conservation projects, helping protect the animals and habitats that inspired this brand in the first place.
The dream is simple: that one day Jago, and children like him, will still be able to experience these incredible places and creatures for themselves.
Jago’s Tribe is a family business in every sense. It’s inspired by one little boy, but it’s built for every family who loves adventure, values quality, and wants to leave the world a little better than they found it.
This blog will become our family journal.
I’ll be sharing the highs and lows of building a small business, behind-the-scenes moments, new collections, travel, wildlife conservation, and, of course, Jago’s milestones as he grows.
Thank you for being here from the beginning.
We’re so glad you’ve joined our tribe.
— Tahli x
Founder, Jago’s Tribe
