NEW YORK--(BUSINESS WIRE)--aden + anais introduced the first muslin swaddle outside of Australia in 2006 and has been pioneering muslin baby essentials ever since. In the same spirit of innovation, the brand is thrilled to introduce aden + anais white label, a new boutique collection created for moms with an eye for design. This highly-curated collection featuring unique prints, bold colors and breathable muslin will be sold exclusively in premium boutiques and specialty stores nationwide.
Born out of the aden + anais creative studio at the brand’s Brooklyn headquarters, the collection reflects a distinctive downtown vibe mixed with a bit of cheeky Aussie wit. “With our white label collection, we really wanted to invoke the essence of our roots while also capturing the head-turning, specialized style that only boutiques offer,” said Australian-native Raegan Moya-Jones, co-founder and CEO of aden + anais.
The first-ever white label collection features six unique watercolor-inspired prints in eye-catching colors and coordinating patterns. Each print graces aden + anais’ most coveted muslin baby products, including multi-purpose swaddles in single and 3-pack ($16; $38), the ultra-absorbent single bandana bib ($9.95), the bib-and-burp-cloth-in-one burpy bib® 2-pack ($22), and the cozy dream blanket™ ($49.95). All items are made from the brand’s signature 100% cotton muslin, a soft, breathable fabric that allows for airflow ensuring baby’s ultimate comfort and parents’ peace of mind.
The aden + anais white label collection will be available at the end of February in the U.S. exclusively at style-making boutiques and specialty stores, including Nordstrom and Nordstrom.com. For a complete list of retailers or for more information on aden + anais, please visit www.adenandanais.com.
About aden + anais®
Since 2006, aden + anais has brought the Australian legacy of cotton muslin to the forefront of modern baby care, offering signature products that combine comfort and safety with style and affordable prices. The award-winning collection includes a full range of multi-purpose swaddles, burpy bibs®, dream blankets™, sleeping bags, nursery bedding, muslin clothing and more. aden + anais is currently sold in more than 65 countries worldwide. Brand co-founder and CEO Raegan Moya-Jones is recognized for bringing global awareness to the many benefits of swaddling and cotton muslin. She is the author of swaddle love, an entertaining and practical guide full of candid storytelling that explores the history, science, and techniques of swaddling. For more information on aden + anais, please visit www.adenandanais.com.