Behind the Brand

Co-founder of Aden and Anais, Raegan Moya-Jones, actually started the company out of necessity. The Australian mother couldn’t find a muslin swaddling blanket she lived in New York where she was living at the time. So she and a fellow Australian mum started their own brand (named after their children) and have never looked back. Not only are the blankets and now a whole range of accoutrements such as bibs, sleeping bags and towels successful in the States, but the brand has also moved across the Atlantic to swelling popularity in the UK.

Why we love it

The success of this brand, we’re convinced, centres around the feel – as well as the look – of the particular muslin swaddling blanket. It feels simply gorgeous to hold – not just for baby but mum (and dad) too. The blanket is breathable and it’s versatility means it can double as a stroller cover and burp cloth too. Popular sellers right at this moment in time include the cute Jumble Jam four pack with bird, elephant, monkey and giraffe illustrations, as well as the Wise Guys organic easy swaddle. Celebs who love the brand? Where to start? How about Julia Roberts, Tori Spelling, Gwen Stefani and Jamie Oliver – amongst others.