Purebaby is a proudly Australian brand that takes special care to create organic products that are good for the earth and for the gentle skin of your little ones. Beginning in 2002, founder Mirabai Winford discovered she could hardly find any quality organic garments to dress her newborn daughter. She endeavoured to create a brand that stood for durable and environmentally responsible kids’ fashion.

The goals of Purebaby are to create beautiful clothes for babies that do not compromise on social responsibility, and maintain a strong sense of love and respect for the world in which we live. Their garments are made from soft, strong and resilient cotton that is durable, breathable, and keeps from irritating the skin.

Purebaby’s concern for their social responsibility expands beyond how fabrics are grown. They are committed to using natural dyes to ensure all of their creations are safe to wear and leave no negative impact on the globe.

Since their inception, Purebaby has expanded to include 23 stores nationally, as well as distributing internationally to the United States, United Kingdom, and Middle East. Best of all, they are now selling on THE ICONIC.

Purebaby has a wide range of newborn essentials, including bibs, booties, bodysuits and growsuits. THE ICONIC also sells their bunny rugs and hooded towels for babies, and a toddler range that includes stylish vests, animal-print jumpers, smart-looking dresses and more. All are available online right now at THE ICONIC—with fast and free shipping in Australia.