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An iconic Australian brand, Purebaby is known for their beautifully designed organic clothes and accessories that are made to last. Their designs embrace pure shapes, delicate prints and muted colours. Their ultra soft growsuits are an essential in every new baby's wardrobe.

PureBaby was born in 2002 in Australia by creator Mirabai Winford after the birth of her first child Samara. She was frustrated that she couldn’t find good-quality organic clothing (that was both fashionable and affordable!) for her baby and thus the idea for the brand was born. Inspired by the beauty found in nature, every item of clothing is ultra soft and comfortable as well as being both organic and beautifully designed.

Why buy Purebaby clothes for your newborn?

Each gorgeous piece of clothing features a unique design that embodies a timeless, imaginative and playful nature. The brand has a fantastic team of in-house designers and artists who have pioneered beautifully designed babywear for the last 15+ years and counting. Combining functionality, safe materials and stunning design is no easy feat but PureBaby nail this winning combination. The innovation in their clothing is seen with zip covers, fold-over mittens and easy snap fastenings to make dressing your baby as easy and delightful as possible.

As well as taking inspiration from nature, the team’s designers are inspired by all the stories, cultures, countries and animals of the world to create designs that are memorable and worth collecting (and holding onto!). The prints and patterns on the clothing show characters and graphics that paint a picture, whilst other designs are a little more minimalist too for everyday wear.

Purebaby: made in Australia for babies across the globe

PureBaby continues to be a highly sought-after children’s clothing brand all over the world and can also be found in the UK, UK and the Middle East. Discover our curated edit of Purebaby’s muslin swaddle blankets are an absolute must-have for putting your baby to sleep. Crafted from organic cotton muslin, the blankets are lightweight and breathable and also double as a stroller cover or a cloth to clean up any spills during feeding. You can even use them for an extra layer of warmth in the car or their crib. Available in both light grey and pale pink, they are a functional and gorgeous addition to your baby’s room.

PureBaby Bodysuits

Super soft and adorable, your baby will love the organic ribbed cotton bodysuits. In a simple clean white, these suits will be a staple in your baby’s wardrobe. Designed with snap buttons at the nappy for easy dressing and changing, they are ideal for newborns and the all in one design will keep them protected and warm. Made from 100% Certified Organic Cotton, the body suit is breathable and an essential layering piece for all seasons.


Our customers love the PureBaby range of beanies to keep their baby’s heads warm and cosy when out and about. Available in a pastel pink, soft blue or neutral grey, they are made from 100% organic cotton so you can be assured your baby is wearing a safe and protective material. We love the knotted top design of this hat as it allows you to adjust the sizing with ease and will grow with your baby from newborn to beyond. Hats and beanies are really a necessity for newborns, especially winter babies to keep them cosy and warm, so choose right with PureBaby beanies!

Shop the collection of Purebaby online and in store at the memo

Discover pure comfort and style when you shop Purebaby's gorgeous collection of baby clothes online or in-store at the memo. Enjoy great benefits including free delivery Australia-wide on orders $149* and over. We also offer flexible payment methods like AfterPa, so you don’t need to wait for payday to come around. Elevate your baby’s wardrobe with Purebaby Australia's premium designs. Don't miss out – shop now and dress your baby in head-to-toe perfection.

Don’t forget to pick up some baby blankets and swaddles / wraps while you’re here!


Are Purebaby clothes suitable as gifts?

Yes, Purebaby clothes and items make wonderful gifts for baby showers, birthdays, and other special occasions. Many people appreciate the brand's timeless and elegant designs.

Does Purebaby offer a range of sizes?

Yes, Purebaby offers a range of sizes to fit newborns, infants, and toddlers, ensuring a comfortable fit as your child grows.

Where can I purchase Purebaby clothing online?

Right here at the memo! Whether you're looking for everyday essentials or special occasion outfits, the memo is your trusted destination for Purebaby clothing, available at your fingertips from the comfort of your own home.