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 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.
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.shop now
'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.'