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Why we love the outdoor brand that wants to keep every child wild 


Think of muddy puddles and a certain naughty little piggy might first spring to mind if you are the owner of small children. But irritating voice aside, Peppa knows a thing or two about the great outdoors and the simple pleasure of splashing about in her wellies, no matter what the weather. In fact, she’d probably nominate herself as brand ambassador to this British outdoor clothing brand for kids.

Muddy Puddles has just one mission: to turn miserable days into memorable ones by kitting out kids with the best fit-for-purpose gear for our unpredictable British weather. And anything that helps gets them out in the screen-free fresh air, burning off some energy and having fun, imaginative play is a big yes for us.

Your go-to for winning waterproofs, they manage to make a once-boring, practical product something fun to wear, too. Flatteringly snug in design, the affordable range goes beyond your standard raincoat to include vibrant jackets, colourful waterproof trousers and thunderbolt wellies as well as essential base layers, fleeces, ski wear and accessories. Clever details include high-vis reflective trims, soft fleecy linings and secure hoods for cosy heads. They really have thought of everything. So whether it’s winter walks, exploring mini beasts in the woods, picnics on the beach or rain-soaked festivals, the unpredictable British weather is no longer a barrier to fun.

And here comes the science bit. Their all-weather technology ensures your puddle-stompers stay dry and warm no matter how much they launch themselves into Peppa mode. The waterproofs have three levels of what they call ‘puddle-tec’ (we love this), starting with the lighter weight coats and trousers, which are breathable as well as waterproof, through to the ultimate thermal waterproof, which basically gives your child a free pass to lay, roll and hell, swim in mud and puddles to their heart’s content without so much as a damp patch. Plus, it’s all machine washable! So you can just peel them off and chuck them in the wash at the end of a busy day.


Muddy Puddles SS16 shoot by Leonie Freeman

Muddy Puddles SS16 by Leonie Freeman

Muddy Puddles SS16 by Leonie Freeman

But there’s more to Muddy Puddles than their high-performance kit. They are on a mission to get kids outdoors and promote wellbeing that goes beyond waterproofs and wellies. They have just launched their Muddy Academy, which helps teachers use the outdoors as an extension of the classroom, keeping outdoor learning and play at the forefront of childhood. It’s all part of a wider campaign to help ‘make every child wild.’ Recent research has shown alarming changes in the amount of time kids are given to explore in nature, and many now spend on average up to 6 ½ hours per day in front of a screen. Those who do spend time outdoors are stronger, healthier, happier and more imaginative, with better concentration. This is why Muddy Puddles hosts free monthly outdoor events, and provides free learning resources and discounts to schools and nurseries on their outdoor gear.


3 in 1 Explorer Jackets and Brisk Set

Muddy Puddles also works closely with Farms For City Children, the charity founded by author Michael Morpurgo. They offer urban children from all over the UK a unique opportunity to live and work together for a week on a real farm in the heart of the countryside.

So even if summer ends up being a washout, with Muddy Puddles there is no excuse not to grab your wellies and head outside. After all, there’s no such thing as the wrong weather, only the wrong kit.

See the full range and learn more about the Muddy Academy at

MORE FUSSY BIRD: Catch our Spotlight interview with Muddy Puddles’ founder Natasha Ascott.

Brands We Love