Fashion indies selected for SmallBiz100 ahead of Small Business Saturday

Twelve independent fashion businesses have been chosen as part of this year’s SmallBiz100 – a line-up of inspirational entrepreneurs promoted during the run-up to Small Business Saturday.

Its aim is to support and celebrate the important role small businesses play within communities by giving indies a platform as part of the event.

This year’s line-up includes a range of brands from across the UK, with many offering ethical and sustainable garments. Companies taking part include Pri Pri, which makes  garments upcycled from preloved saris; Cucumber Clothing, offering sustainable nightwear and leisurewear; and Valiant Lingerie, specialising in underwear for  people who have received treatment for breast cancer.

Last year’s Smallbiz100 line-up included DJV Boutique in Ipswich, which is owned by Mandy Errington.  

Now in its ninth year in the UK, Small Business Saturday will return on 4 December 2021 following its record-breaking success last year, which saw an estimated £1.1 billion being spent with small businesses across the UK.

This year the 2021 SmallBiz100 features a range of environmentally conscious firms, highlighting their role in tackling the climate crisis ahead of the UN Climate Summit COP26 in Glasgow this November.

“Throughout the coronavirus crisis we have been reminded of the special role that small firms play in local communities,” says Small Business Saturday director Michelle Ovens CBE. “The stories of this year’s Small Biz 100 really bring this to life. As the UK recovers from the pandemic, small businesses still face considerable challenges to get back on their feet and it’s important we continue to support them. We are excited to be kicking off this year’s campaign to show our thanks to small businesses, and encouraging everyone to get behind us.”

A grassroots, not-for-profit campaign, Small Business Saturday was originally founded by American Express in the US in 2010 and encourages consumers to shop small and support businesses in their communities. Many small businesses play an active role in promoting the day, hosting events and offering promotions both on and offline.

“This year’s Small Biz 100 goes to show just how creative and vibrant our small business community is in the UK,” says Dan Edelman, general manager UK at American Express. “More than ever, it feels important to celebrate the achievements of all the independent businesses that go above and beyond for their customers every day. We’re honoured to play our part supporting them through our Shop Small campaign and as principal supporter of Small Business Saturday.”

Fashion brands in this year’s SmallBiz100
Birdsong LondonBirdsong London offers ethical and sustainable women’s clothing made by women who are paid a fair wage.

Bibevie Ltd


Bibevie is an online retailer offering baby clothes with matching bibs that clip in place, with a commitment to ethics and sustainability.




BLANC is a sustainable garment care specialist, offering an expert non-toxic alternative to conventional dry cleaning alongside tailoring and laundry services.


Cucumber Clothing 


Cucumber Clothing is a sustainable clothing business offering nightwear and leisurewear made from high-performance fabrics.


Debbie MacPherson Atelier


Debbie MacPherson Atelier offers leather and cork handbags and accessories, handcrafted in their South Devon workshop.


Handmade Stories



Ethical slow-fashion brand that makes clothing and accessories for women, while helping artisans and women in Peru reach economic independence and keep their traditions alive.


I Exist Clothing


Founded by Marcia Anthony, I Exist clothing is a start-up fashion brand which considers people’s physical and emotional needs as well as social and environmental issues.


Indie Stories Limited


Online retailer offering children’s clothes and accessories from Independent and sustainable brands


Pri Pri


Pri Pri offers upcycled accessories and kidswear made from preloved saris made by a charity that empowers women in India.


Valiant Lingerie


Valiant Lingerie creates lingerie that boosts confidence and empowers women who have had treatment for breast cancer.


Wilder Waves


Wilder Waves is a sustainable and ethical clothing brand with a focus on raising awareness of the importance of saving the oceans.




WUKA is a sustainable period underwear brand that stands for ‘Wake Up Kick Ass’. Founded by Ruby Raut who believes that periods shouldn’t cost the earth.