A label for the wild child, the free spirit and the little girl with a loud voice.
These are the dresses we live for.

What our children choose to dress themselves in each day is their costume, their disguise and their expression. This is the spirit of Pure Cute clothing.

Our wish is to create clothing that is a joy to wear and breathtaking to behold. We believe in creating pieces that outlive their first owner, to be loved and passed down through siblings and family.

Our signature style retains classic and natural lines, so each piece keeps it’s unique beauty as time passes.

The sustainability of children’s fashion is central to our design process. Each Pure Cute garment is created by hand from exquisite quality fabrics.

We emphasise comfort and elegance in our work, and embrace natural fibres in the fabrics we select for our clothing. Our pieces are carefully designed to accommodate children’s growing bodies & active lifestyles.

It’s the joy and freedom of childhood that Pure Cute clothing evokes – clothing that inspires our children to play, to dream and to be wild.

Life is a fairytale. So is the dress code.

Jem, Livie & Goldie

xxx