Purebaby: Fit for Royalty

19 Oct 2018

After a warm welcome from Melbourne, the Duke and Duchess of Sussex departed for Sydney on Thursday with arms full of gifts. Within the repertoire of brands fit for royalty was Australian organic babywear brand, Purebaby!

Long supported by the likes of Megan Gale, Miranda Kerr, and Lindy Klim, Purebaby’s iconic and identifiable handwriting, coupled with the brand’s unwavering focus on organic and sustainable babywear has now captured the attention of the Royal Couple after an item was handed to The Duchess by an adoring fan in Albert Park yesterday.

Founded by Mirabai Winford, Purebaby is an Australian owned company that creates environmentally conscious natural, organic clothing for babies and children. Mirabai conceptualised the company during her own pregnancy when she discovered that the children’s wear market wasn’t offering stylish, beautifully designed, organic clothing that was kind to the environment and gentle on young skin. With a firm vision to fill this void, Mirabai launched Purebaby in 2002. “My philosophy has always been to make organic cotton more viable as a commercial offering and more accessible to the market,” explains Mirabai, “but I wanted to incorporate it in a way that the consumer perhaps didn’t expect–with special, unique designs that are on-trend and affordable.”

Seventeen years after Purebaby was founded, the brand is now Australia’s favourite for newborn and baby gifts, making its way into the wardrobes of little ones all over the world including Dubai, the USA, China, and now a Royal wardrobe in London.

Purebaby is located on Level Two.