About Us

Purebaby is an Australian owned company creating unique, organic clothing for babies and children. Established in 2002, Purebaby was born out of a desire for beautiful and simple products made with awareness and care. In search of a natural alternative for her first daughter Samara, Mirabai Winford, Purebaby’s Founder and Creative Director, was unable to find quality organic garments.

“When I couldn’t find a range to meet all my needs — fashionable, organic, functional and most importantly affordable — I was inspired to create it myself.”

Mirabai Winford, Purebaby’s Founder.

Purebaby’s vision is to create beautiful baby wear without compromising on social responsibility. Our collections are designed and manufactured with love and respect for the world in which we live, the world where our children will grow and play.

The organic cotton used in the Purebaby ranges is soft, strong and resilient, allowing delicate young skin to breathe naturally. It is grown without harmful chemicals, using methods and materials that have a low environmental impact. Discover more about the benefits of organic cotton.

Although design is at the heart of the brand, Purebaby is also passionate about nurturing our communities, supporting a number of wonderful organisations. We’re also equally committed to sharing our abundance of knowledge through our Nesting Workshops, designed to make the journey into first-time parenthood that little bit easier.

At Purebaby we’re always growing and expanding. Currently we have 23 stores nationally, including concessions in David Jones. Our collections are also enchanting parents all over the world, with international distribution to more than seven countries worldwide, including the US, UK and the Middle East.

Always inspired by the beauty in nature, each Purebaby piece is soft and comfortable — beautifully designed, beautifully organic.