Beautiful simplicity. That’s our design inspiration.
And, in a way, it’s our business model too. We believe in creating something beautiful and timeless that does everything you need without overwhelming you or your little one with unnecessary bells and whistles. We resist the urge to over-sell and over-design.
It’s also why we don’t offer baby apparel in bulk packs. As first-time parents, we quickly learned a valuable lesson: we didn’t need ten of everything for our twins. Although we had a dozen or so swaddles neatly folded in our closet, we used the same swaddles over and over for our two kids. We found our favorites and stuck with them.
And so, we designed our collection with the hopes that our pieces would become the go-to favorites for your little ones. Favorites that will work any season, any decade, any place your travels may take you. Favorites that evoke a sense of warmth, peace, and connection to nature. Favorites that generate warmth without bulk, wick away moisture, resist odor, and comfort with super softness.
The average U.S. consumer purchases 80 pounds of clothing per year. If we’re honest with ourselves, we could all get by with a little less bulk. And that starts with us and our kids.
We say: simplify. It’s not about getting by with less. It’s about stripping away the excess and loving that which you need. It’s about opting for quality over quantity. It’s about embracing something that is beautifully simple and yet so special.
Let’s make a statement together by shedding some of those 80 pounds of clothing. Try a few pounds of merino, and you’ll be amazed at how far it goes.