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.

Like many families, we have two trash cans: one for trash that goes to the landfill and another for trash that gets recycled.

So, the other day, our little girl threw her wrapper from a bean snack into the recycling. I told her, “That goes into the trash.” She looked at me and said, “No, recycling. Make a new bean snack.”

I didn’t have the heart to tell her that the wrapper was not recyclable, so I discretely moved it into the trash when she wasn’t looking.

Having kids makes you think.

Makes you think about your place in the world.

Makes you think about the values you act upon.

Makes you think about little things like whether a wrapper from a bean snack is recyclable.

So, you can credit our kids for our minimalist packaging approach at Chasing Windmills. They made us think. We’re not perfect, but we’re trying.

Take our crib sheet box. It’s made from lightweight 100% post-consumer fiber, sized perfectly to fit just one crib sheet. We also think it’s pretty darn cute too! And, rest assured if your little one asks you, you can recycle it- again.

Take our poly mailer (the industry lingo for our lightweight mailer). It’s made from 100% recycled content, all post-consumer material. And, once again, your little one will be happy to know that it’s re-recyclable too.

Take our cotton ribbon that wraps up our swaddles and companion blankets. It’s approximately two feet of premium Italian cotton ribbon, equal parts timeless beauty and simplicity. We didn’t skimp on the ribbon quality because it too can have a second life — perhaps as a hair tie for Mom.

You see, we owe a big thanks to our kids for making us think.

Let us know what you and your kids think. We’re listening…