introducing aden + anais white label

an exclusive design-driven boutique range from the industry leaders
in muslin

+ 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 For a complete list of
retailers or for more information on aden + anais, please visit

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


Godfrey Sanders PR
Kristina Godfrey