the more you know, the less you need

we offer the very best in sustainable, long lasting pieces that will protect your baby and future generations.

the environmental impact of every element of our supply chain has been carefully considered, and our pieces are handmade in wellington, new zealand using ethically sourced and sustainable materials. 

if you want to know more about any aspect of our production, please ask - we love transparency.

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founder, dee johnston

'without being driven by trends, plain and simple was born out of a mother's desire to create a minimalist and sustainable range for baby, lounge and home'.

our zips are made from recycled plastic bottles

recycled + reusable gift packaging

heirloom quality

our pieces are designed to last. our baby range is often loved and adored before being passed down to other siblings. 

quality matters - we have invested in fully traceable new zealand merino, and certified global organic textile standard cotton. 

our ethos of 'buy once, buy well' shows our intention to create sustainable pieces, with minimal impact on our environment.

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new zealand baby sleeping bag sleepsack swaddle blanket merino organic

a gift for you

our pieces are carefully packaged using recycled and reusable materials, and are sent in compostable mailers. our care instructions can be found on our website - and we like to start you off on the right foot with an ecostore gift.

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happy customers

'loved opening my package! i think the top is one of the most beautiful things i've ever owned, and the baby hat fits perfectly.'

- Gina Miller