About Us


Our Story

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 certified 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.

Why Choose Organic

Why Choose Organic

Your child is precious and we see it as our responsibility to help you provide them with the best possible choices for their sensitive new skin. Our organic cotton is soft, durable and strong, while the pure fibres allow young skin to breathe.

Purebaby is certified by the Global Organic Textile Standard (GOTS), the leading standard for organic textiles. All our cotton is grown without harmful chemicals, using methods and materials with a low environmental impact. We also use GOTS certified natural dyes on all our cotton yarns.

GOTS certification not only applies to the cotton but it also incorporates key environmental and social criteria, including waste, water usage and working conditions.

The end result is a garment that is gentle on your little ones skin, making for a happy and healthy baby. 

At purebaby we choose from a variety of fabrics to craft our beautiful collections each season. 
Before washing your garments it's important to always check the individual care instructions.
Purebaby is committed to the care of our planet and your children—as we design and produce quality products.