Any parent would agree that the urge to provide your newborn child with the very best is virtually impossible to resist. So to have baby clothing that is as pure & natural as your newborn is essential. Anne’s desire to create a range that embodies this feeling is brought to life in this collection.

In addition to the 100% Certified Organic Cotton Knit which features on the pure Singlet™, other items in the pure™ collection also include 100% Merino, 100% Cotton Lawn fabric & 100% Cotton Baby Muslin. A popular fabric with Mothers, as it is perfect for swaddling your newborn, Anne has used baby muslin in many of her iconic images over the last 25 years & chose to have it specially featured on each garment in this range.

Being made in a country close to Anne's heart was particularly special to her. Not only because she chose to raise her own two children there, but because the proximity meant that she could work alongside designers, suppliers & manufacturers every step of the way. Sourcing natural local fibres such as the 100% Merino & Organic Cotton that were renewable, recyclable & biodegradable - teamed with New Zealand’s general reputation as an environmentally conscious nation - made NZ the ideal origin for this special clothing collection.

Anne's pure™ clothing collection has been produced in very limited numbers.
Made in New Zealand in a small factory in the city of Auckland, where there are only a total of 26 staff in the whole factory, ensures that the quality is maintained to the very best of standards. Because of the care and attention that is given to each garment, this accounts for the small quantities that are available at any given time.

The importance of this quality control in the manufacture and fabric choice of the pure™ range is the very reason that each and every garment is perfect, not only for your baby, but is also able to be handed down for generations to come.

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