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Introducing Cub & Pudding

Sarah Birchall was a frustrated city PA pondering how her maternity cover pitstop from features journalism had turned into a nine year corporate comfort ride.

Bemoaning the lack of creativity in her life, she was spurred by the time spent adding to her son’s haul of printed leggings and a chance meeting with a career coach leading to the launch of Cub & Pudding.

Inspired by her love of illustration and wordplay, Cub & Pudding has launched with its first collection, designed at home in London by Sarah, these quirky prints appeal to those who love bold and tasteful wares.

Speaking to ParentFolk about the launch of Cub & Pudding, Sarah said;

 “I have lots of exciting ideas brewing for future collections of Cub & Pudding – all of them linking to my zeal for illustration and the influence that books, in particular children’s tales, have on my print designs.

Our AW19 collection will include our stalwart leggings and dungarees – which I hope will always be a core product of ours – but we’ll expand to include signature-style boxy sweatshirts with unique prints. I’d love to collaborate for future ranges with some of my beloved illustrators and when I can find the time and headspace, it’d be a dream accomplished to create a story book to accompany a future collection’s theme.”

Check out the new collection online at

Follow on Instagram @cubandpudding

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