100% head over heels over White Label, the new capsule collection by Aden + Anais. I had a great time checking out the designs at their HQ in Dumbo. Here we go again with the baby fever!
Aden + Anais is a pioneer Brooklyn brand. When they launched over a decade ago, the baby space was all big brands and classic designs. Etsy was just a few months old, babies themselves. Swaddle blankets came in heavy cotton, fleece or flannel. Founder Raegan Moya-Jones changed the game with cotton muslin swaddle blankets. A soft, breathable fabric used by Australians for generations, muslin is now a staple for new moms in the US, but before Aden + Anais introduced it to the US you couldn’t find it anywhere here.
Raegan also brought a modern aesthetic that was rare at the time. The Aden + Anais designs are timeless, simple and beautiful. The White Label collection carries on the brand’s signature style with a bit more creative freedom. The watercolor-inspired designs are really fun, unique and refreshingly unisex.
White Label is a thank-you to the small boutiques that took a chance on Aden + Anais. Those specialty shops helped build the global brand it is today. It will be available in late February at a curated selection of boutiques – sounds a great excuse to give the UPS guy a break and visit your local shop.
Aden + Anais is an inspiration. This is a brand that brought innovation to a space that wasn’t used to it. They started small, becoming a household name over time for new parents around the world. Despite being far from a small boutique brand anymore though, Aden + Anais stays true to its roots and doesn’t forget where it came from. You don’t see that every day.
Cheers to Aden + Anais and White Label!