Nutmeg clothing – a brand that has steadily gained popularity among UK families – is quietly reshaping how the high street delivers value, comfort and style. Owned by supermarket giant Morrisons, Nutmeg has grown from a modest children’s line into a full lifestyle offering for men, women and kids. While it might not scream designer glamour, its no-nonsense approach to everyday wear is earning serious attention online and in households across the UK.
From trending haul videos on YouTube to parenting blogs and style communities on Meta, people are asking: Is Nutmeg clothing actually worth it? What started out as supermarket fashion now competes toe-to-toe with more established budget retailers like Primark, F&F at Tesco and George at Asda. In this article, we take a closer look at Nutmeg’s journey, product range, value proposition, and why it’s causing such a stir on social media platforms like X and Instagram.
Origins and Growth of Nutmeg Clothing
Nutmeg was launched by Morrisons in 2013, initially focusing solely on children’s clothes. The name, inspired by warmth and familiarity, was designed to resonate with parents seeking affordable yet quality outfits for their kids. The brand’s expansion was slow but strategic. After gaining traction in the kidswear space with its emphasis on comfort, easy-wear, and durability, Nutmeg grew to include women’s clothing in 2017, followed by menswear.
Now stocked in over 400 Morrisons stores across the UK, Nutmeg clothing also benefits from a growing online presence via the Morrisons website and third-party marketplaces like Next. Its ability to evolve and meet changing consumer demands has been pivotal to its current relevance.
What Makes Nutmeg Stand Out
Unlike many fast-fashion labels, Nutmeg doesn’t just chase trends. Its slogan, “Made for Life,” reflects its practical approach. The designs lean towards simplicity and everyday functionality, appealing especially to parents, professionals, and older customers.
Key USPs (Unique Selling Points) of Nutmeg clothing include:
No itchy labels – a massive hit among kids and parents alike.
Durable fabrics designed to survive rough-and-tumble days.
Affordable prices that rival or beat supermarket peers.
Inclusive sizing and thoughtful cuts for comfort.
Ethical sourcing initiatives and improved supply chain transparency.
The brand’s loyal customer base is built not just on price, but on these consistent value offerings. Many reviews highlight how Nutmeg’s basics last longer than expected, even after frequent washes.
Trending on YouTube and TikTok
A niche has been established for Nutmeg apparel on content sites. Family vloggers and parenting influencers have embraced it for budget-friendly shopping hauls, back-to-school outfit ideas and capsule wardrobe guides. On YouTube, searches like “Nutmeg clothing haul 2025” or “Nutmeg school uniforms review” are on the rise.
TikTok creators often showcase Nutmeg finds in “outfit of the day” (OOTD) clips, sometimes comparing it with items from Next, Matalan or Marks & Spencer. The brand’s baby clothes in particular attract thousands of views due to their soft textures and adorable patterns. One recent TikTok featuring a Nutmeg newborn bundle collected over 100K views in 24 hours, demonstrating how social media exposure is accelerating brand awareness.
Community Buzz on X and Meta
On X (formerly Twitter), Nutmeg often trends during seasonal sales or school term prep. Tweets like “Nutmeg school gear is the real MVP – cheap, tough and looks great after 10 washes” reflect widespread appreciation. The recent “#NutmegHaul” hashtag is growing steadily, populated by parents sharing their budget wins and style finds.
Meta groups, particularly mum forums and local community pages, often discuss Nutmeg’s deals, sizing advice and comparisons with other supermarket brands. These discussions provide real-time customer feedback that helps reinforce trust and encourage new shoppers to give it a try.
Kidswear That Hits the Mark
Children’s clothing remains the heart of Nutmeg’s offering. From baby grows and toddler sets to school uniforms and coats, Nutmeg is known for clothes that prioritise comfort and durability. Parents frequently mention how helpful the design features are – like trousers with adjustable waistbands or velcro-fastened school shoes.
In the 2024 back-to-school season, Nutmeg released a sustainable schoolwear line made from recycled polyester, drawing positive attention from eco-conscious families. The move was praised not only for its environmental impact but also for its affordability compared to pricier green alternatives.
Their seasonal kidswear drops – Christmas pyjamas, Halloween costumes, Easter-themed outfits – tend to sell out quickly, especially after being spotlighted in influencer content or local news articles.
Stylish and Practical Womenswear
Nutmeg’s women’s collection focuses on classic wardrobe staples. Think flattering leggings, soft cardigans, printed midi dresses and comfy nightwear. Customers often note how the pieces strike a balance between casual elegance and home comfort.
A 2025 spring collection spotlighted linen-blend dresses and tunic tops, tapping into the wider trend of cottagecore fashion. These items went viral within the Morrisons Fashion UK Facebook group, prompting hundreds of likes and comments from women praising the fabrics, flattering fits, and easy care instructions.
In a retail space dominated by seasonal fads, Nutmeg’s timeless pieces feel like a refreshing alternative, particularly for older demographics or mums prioritising comfort over runway looks.
Expanding Men’s Clothing Line
Nutmeg’s menswear offering has been slower to gain traction but is growing steadily. T-shirts, polos, joggers, and sleepwear dominate the range. With clean lines, solid colours and soft finishes, it’s pitched perfectly for everyday use. The feedback, especially in Meta communities, is that the men’s range is great for loungewear and basics, though users have asked for a wider variety of formal wear and size options.
In early 2025, Morrisons began trialling an expanded menswear section in selected stores, based on consumer demand. If successful, this could significantly broaden the brand’s reach among male shoppers.
Sustainability and Ethics
One reason Nutmeg is finding favour among modern shoppers is its commitment to sustainability – a trend that continues to dominate Google and YouTube search queries like “Is Nutmeg clothing ethical?” or “sustainable supermarket fashion UK.”
Morrisons has publicly committed to reducing its environmental impact, and Nutmeg is included in those targets. The brand uses ethically sourced cotton and recycled materials in selected ranges. Additionally, all packaging used for Nutmeg items is now either recyclable or made from recycled materials.
Though it still has room to grow in this area compared to fully sustainable brands, Nutmeg’s incremental improvements are being well received. Online shoppers, especially Gen Z, increasingly look for eco-conscious choices even in budget fashion categories.
Online Shopping Experience
Until recently, one of the biggest gripes against Nutmeg was the lack of a dedicated e-commerce platform. Most purchases still happen in-store at Morrisons, but this is changing. Nutmeg clothing is now available on the Morrisons website, and a wider range is listed on the Next website – a move that has helped boost accessibility and reach.
The online browsing experience has been revamped with better visuals, detailed sizing guides, and customer reviews. For budget-conscious shoppers, this ease of access makes a big difference, especially for parents bulk-buying school clothes or women planning capsule wardrobes.
Pricing That Beats the Competition
Affordability remains Nutmeg’s strongest asset. A three-pack of girls’ cotton leggings can be found for under £10, and smart school shirts for under £8. Compared to similar offerings from George at Asda or Primark, Nutmeg is often the more cost-effective option, particularly during clearance events or Morrisons More member promotions.
Importantly, customers feel they’re getting value for money. Whether it’s a £12 women’s jumper that lasts two winters or £5 kids’ joggers that survive weekly football sessions, Nutmeg consistently punches above its price tag.
Real User Reviews and Word of Mouth
What truly sets Nutmeg apart is the consistency of positive feedback from real customers. On Quora and other forums, shoppers often cite the brand as their go-to for everyday essentials. One mother posted, “I didn’t expect much when I picked up a Nutmeg snowsuit, but it’s honestly lasted better than a £40 one I got online.”
Others talk about how it’s perfect for those in-between sizes or fussy dressers. Thanks to its unassuming cuts, soft fabrics, and low-key branding, Nutmeg appeals to a surprisingly wide audience – from teens to grandparents.
Celebrity Endorsements and Influencer Buzz
While Nutmeg doesn’t spend much on celebrity endorsements, it’s organically gaining attention from influencers. In 2024, family content creators like UK-based mumfluencer @TheHomeNest and TikToker @BudgetBella posted Nutmeg hauls that received thousands of views. Even mainstream TV personalities have been spotted referencing the brand during breakfast TV segments focused on back-to-school spending.
This low-key buzz aligns perfectly with the brand’s ethos: practical, understated, and reliable. It also helps Nutmeg tap into that all-important trust factor that modern shoppers crave.
FAQs
What is Nutmeg clothing and who owns it?
Nutmeg is a fashion and homeware label owned by Morrisons, now sold online and in‑store in the UK. Since launching standalone outlets like the one in Bolsover in mid‑2020, Nutmeg has expanded across menswear, womenswear, kids, baby and home accessories . Designed to balance style, quality and price, it aims to serve everyday family needs.
Where can I shop Nutmeg collections?
Nutmeg pieces are available in all Morrisons supermarket clothing sections, via click‑&‑collect or direct delivery from the newly launched Nutmeg website. The launch of a dedicated e‑commerce platform in autumn 2020 and the first standalone store in Bolsover make the range easily accessible . For quick trend shopping or seasonal drops, explore the website or Morrisons’ TikTok and Instagram channels.
What are current trending items on social media?
This summer, TikTok is buzzing about Nutmeg’s holiday shirts and playful prints like strawberries, handstand snowmen jumpers and matching “Besties” outfits . Clothing hauls on YouTube featuring wardrobe staples like denim and relaxed tops are gaining attention too.
How is Nutmeg using X (formerly Twitter)?
Nutmeg uses Instagram and TikTok actively, but X hasn’t launched a dedicated brand account yet. Morrisons’ broader brand presence on X promotes clothes via links back to TikTok, Instagram and the Nutmeg website. Expect cross‑posted trend alerts and seasonal promos soon.
Is Nutmeg sustainable or ethical?
Nutmeg focuses on longevity and affordability, but does not yet position itself as a sustainable fashion leader. While the brand avoids fast‑fashion excess, detailed sustainability commitments or certifications are currently not published.
In Summary
Nutmeg clothing may not boast designer labels or flash sales that crash websites, but its quiet evolution into a trusted wardrobe staple is hard to ignore. From baby rompers to work-ready dresses, it offers quality and affordability in equal measure – a balance few supermarket brands achieve this well.
In an era where consumers are questioning price vs value and sustainability vs style, Nutmeg stands tall as a brand that truly delivers for the everyday shopper. As trends continue to emerge on platforms like X, YouTube, and Meta, it’s clear Nutmeg is more than just supermarket clothing – it’s becoming part of the national fashion conversation.
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