Our story: As many of us know all too well, being a full-time working parent is not easy. After my first baby, I rushed back to a demanding corporate job in a male-dominated industry, and had no time to properly dress my baby (who looked like a hot mess). It wasn’t until a year later when I learned to curate a capsule wardrobe of great-looking basics to help me parent more efficiently. 

Through my journey towards minimalism, I learned to distinguish between fabrics that stayed soft through washes, and picked styles that were comfortable for everyday wear - this was surprisingly hard to do! Fast fashion is extremely prevalent in the baby clothing industry: where clothes are designed to be tight and unforgiving. Fabrics harden after one wash. And patterns force parents to buy more when things go out of season. 

Our values: This is why I decided to commit my brand to offering gender neutral and seasonless fabrics that focus on quality and texture > over trends. My ever-growing baby (who was in the 90th percentile in height) inspired the concept of designing clothes that grow with your baby (wherever possible) - which means most of our items get at least 1-2 years of wear because of the of the way we design our styles, fabrics and sizing.

At minimalist bb, we believe that adopting a simpler wardrobe will help "Marie Kondo" your baby's pile of clothes. Our vision has always been to design clothes that encourage daily wear, so you can do more with less.

- Jo ✨

Featuring the most beautifully muted neutral tones, our colors are meticulously chosen to go well together, so that anyone can put together's bb's outfit with ease.

By keeping all our pieces timeless and gender neutral in design, families are able to pass down quality pieces from sibling to sibling, and friend to friend. Giving you more uses out of each heirloom piece, which is both economical and friendlier to the world.  

Making softness our priority, our fabrics are made to be worn over and over again. We're confident they'll be the softest clothes that your baby will end up wearing day-in and day-out.

Chunky Cotton Knits
Our knits are made of 100% Premium Cotton, which means they're weighty, durable and work great as outer layers for keeping bb warm.

Organic (Dye-Free) Cotton
The color from our organic cotton line derives from the natural color of the cotton itself - which means it hasn't been treated with any natural nor chemical dyes at all! In addition, we take an extra step in the manufacturing process to brush the fabric to make it extra soft for your bb's skin. That's why we picked this material for our thermals and loungewear.

Buttery Bamboo
Who doesn't love the soft and silky feel of bamboo? Great for summer weather, our bamboo items are breathable, loose fitting and designed to grow with your bb.