MorphCostumes makes Morphsuits. We're a costume and fancy dress company founded in Edinburgh, Scotland, in 2009 by Fraser Smeaton, Ali Smeaton and Gregor Lawson. We design the original Morphsuit and the rest of the range ourselves, and in the UK we sell it direct from morphsuits.co.uk and through Amazon.

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Who founded Morphsuits, and when?

Three friends, in Edinburgh, in 2009. Fraser and Ali Smeaton are brothers, and Gregor Lawson was their flatmate, which is roughly the level of corporate planning involved. The idea came off the back of a friend's blue all-in-one suit at an athletics weekend. We tell the longer version, including the parts we'd rather skip over, on our story page.

Wikipedia's entry on Morphsuits keeps the early numbers on the record, and they're worth repeating because they show how small this started. Each founder put in £1,000. The first batch was 200 costumes, packed and posted from their own flat from May 2009. That first year sold 20,000 costumes for £1.2 million, the 2010-11 season took that to about 250,000 units and £4.5 million, and in 2011 the three of them were nominated for Ernst & Young Entrepreneur of the Year in Scotland. One thing we didn't plan gave sales a real boost that first year: eight fans wore red Morphsuits on the 2009 British Lions rugby tour of South Africa, and sports photographers covered it widely.

Is MorphCostumes the same company as Morphsuits?

Yes. The name changed in 2014; the company didn't. We'd started out selling one product and named ourselves after it, and by then we were also making inflatables, skeletons, kids' fancy dress, and a great deal else, so "Morphsuits" had stopped describing what was actually in the catalogue. Fraser, Ali, and Gregor owned it before the rename and own it again today, from the same city, through the same shop at morphsuits.co.uk.

If you landed here unsure what the suit itself actually is, What Is a Morphsuit? covers the garment: the face panel, the fit, and what you can and can't do in one. If you landed here wanting to know whether we're safe to order from, Is MorphCostumes Legit? goes through the returns policy and the independent reviews rather than asking you to take our word for it.

Who owns MorphCostumes today?

We're founder-owned. In July 2012 we took investment from the Business Growth Fund, £4.2 million, to help us grow; the stake size itself was never made public. Twelve years on, in 2024, we bought that stake back, and MorphCostumes became fully founder-owned again.

Plainly, then: MorphCostumes is part of AFG Media Ltd, and morphsuits.co.uk is the only UK site we run ourselves. Two names, one business. Worth knowing if you've spotted AFG Media on a card statement and wondered who exactly had charged you.

Who actually designs and quality-checks the costumes?

Our own team, in-house. We don't buy in generic stock and put our name on it, which is the part of this question most people are really asking. Every costume goes through over 30 measurement checks, run by garment techs trained in tailoring: neck to shoulder, inner and outer leg, ankle hole, wrist hole, bicep circumference, and on down the list. Those are the points where a cheaper costume goes wrong: a sleeve bagging at the bicep, an ankle hole you're standing on by ten o'clock.

Close-up of a tape measure checking the ankle-hole seam of a black Morphsuit costume

We choose the fabric too, rather than taking whatever a factory has on the roll. Across the Morphsuit range that's 125GSM+ breathable spandex: opaque enough to wear with confidence, light enough to keep on for a full night. Checking all of it is a job in its own right now the catalogue runs past 1,500 designs, and it comes to over 500,000 quality checks a year across the range.

The original black Morphsuit is still in the range today, the same product that started it all, and the whole solid-colour Morphsuit range grew out of it.

Man wearing the original solid black Morphsuit, a full-body stretch costume covering head to toe

Where can you buy the genuine article?

morphsuits.co.uk is the only UK shop we run ourselves, so if an order goes wrong there, it's ours to put right. We also sell through Amazon in the UK; in America, our range also reaches Walmart, Target and Spirit Halloween as wholesale partners, not as separate companies making their own version. Wherever you pick one up, it's the same costume. For the longer answer on telling ours apart from an imitation, see Where to Buy Morphsuits Online (UK).

People do ask this in exactly these words. Over the past 90 days, the phrase "who makes Morphsuits" has turned up in Google search results hundreds of times, which is reason enough to answer it plainly in one place rather than leave it to old news pieces and a Wikipedia page to piece together.

The three-person version of this company posted 200 suits out of a flat. The current one ships to twelve countries, and Halloween 2025 was our biggest yet: we passed £1.5 million in sales in a single day, and across October we now sell a costume roughly every two seconds.

Frequently asked questions

Is MorphCostumes the same company as Morphsuits?

Yes. We started as Morphsuits in 2009 and renamed to MorphCostumes in 2014, once the catalogue had grown well past the one-piece suit it was named after. The founders, the city, and the shop at morphsuits.co.uk did not change with the name.

Is AFG Media the same as MorphCostumes?

MorphCostumes is part of AFG Media Ltd. If you've seen AFG Media on an invoice, a card statement, or a returns label, that's why: it's us, not a different business.

Who owns MorphCostumes today?

The founders, Fraser Smeaton, Ali Smeaton, and Gregor Lawson. The Business Growth Fund invested £4.2 million in 2012 and held its stake for twelve years; we bought it back in 2024, so MorphCostumes is founder-owned again.

Is "Morph Store" a name MorphCostumes uses?

No. We trade here as MorphCostumes, and our UK site is morphsuits.co.uk. "Morph Store" isn't a name we've ever used for our own shop, so check the web address rather than the name before you order.

Where can I read the full Morphsuits founder story?

On our story page. It covers the original idea, the first 200 suits going out of a flat in Edinburgh from May 2009, the 2024 buy-back that made us founder-owned again, and the bits we're less proud of alongside the polished version.

Seventeen years on, Morphsuits are still made by three founders from Edinburgh and the team they built around them. If you came here to buy rather than to check, the original design is still the one we'd point you at first.