Quality essentials designed to be lived in, played in, and snoozed in – 12 hours a day, 12 hours a night.

About 12|12

As loving moms, we believe in finding healthier alternatives for our children and the planet. And like parents everywhere, we believe babies are even cuter when they’re asleep, because, well, naptime goals. So, we created the softest, 100% organic, non-toxic fabric in careful consideration of both your child’s skin and the environment, taking the guesswork out of getting them dressed, and designing the best baby basics for playtime, naptime, and all night long. 

Edited to perfection and designed with a refreshing, fuss-free minimalism that modern parents can appreciate, the 12|12 collection features the essentials that can be lived in and layered—literally every basic they need, all in one place. We’ve made it that easy.

And we wanted babies everywhere to have access to the same organic, high-quality pieces we give to our own. Your purchase helps us provide items from our collection to children and families in need through our partnership with Baby2Baby.