Journal

"I'm bored." Few childhood declarations are met with less enthusiasm. For many adults, those two words signal a problem that needs solving. A game to suggest. An activity to organise....

In recent years, the language of clothing has become increasingly familiar. Terms such as organic, natural, sustainable and eco-friendly now appear across almost every category, including children's wear. While this...

Here's our little pouch that keeps the little things together. Designed with a see through mesh front, the Sea Apple Mesh Pouch makes it easy to spot what you need...

Some of the best children's stories begin with the most ordinary moments. A rainy afternoon. A familiar walk. A child looking for someone to play with. In Deepa's hands, these...

Children don't need to be taught how to imagine. A cardboard box becomes a boat. A towel transforms into a superhero's cape. But somewhere along the way, we grow up...

Behind every family is a collection of stories, conversations, and acts of care that shape how children come to understand the world. In her debut picture book, I’m Not Cooking...

A Day Out for Baby brings the collection into a softer, smaller world. Airy cottons, easy rompers, little checks, clothes made for warm afternoons and slow days together. Pieces that...

A Day Out started with all the little things that happen on easy afternoons. Quick errands that take longer than expected. Running through side streets. Choosing snacks at the deli....

Drop III of our CNY 2026 collection goes live online on 7 January at 9pm. Shop selected styles in person at New Bahru from 10 January, and the full assortment at United...

Drop II of our CNY 2026 collection goes live online on 17 December at 9pm. Shop selected styles in person at New Bahru from 20 December, and the full assortment at...

Drop I of our CNY 2026 collection goes live online on 10 December at 9pm. Shop selected styles in person at New Bahru from 13 December, and the full assortment...

A little sunshine. A few farm friends. A lot of colour. Field Day is a collection built for real days -- the messy ones, the loud ones, the make-your-own-fun ones. Designed...