Made for the early days. Built to be passed on.

Founded in 2026 by parents who couldn't find baby essentials that lasted past the first growth spurt. The wardrobe filled fast, but most of it ended up donated within months. Quality stitching, organic fibres, and considered design shouldn't be the exception for newborn clothes — they should be the standard. So we built TotnKids around a simple test: would we be happy to pass this down to a friend?

Three principles guide every product.

Materials first. GOTS-certified organic cotton, OEKO-TEX standard 100, bamboo blends from regenerative sources. Nothing touches your baby that we wouldn't want to touch our own.

Designed for sleep. Every piece is engineered around the Lullaby Trust's safe-sleep guidelines — appropriate TOG ratings, room-temperature awareness, no fussy fastenings near the neck.

Made to last. Reinforced seams, generous sizing that grows with the baby, fabrics that survive 50+ wash cycles without pilling. We don't make fast fashion for newborns. We make pieces that the next sibling can wear, or that your friend's baby can grow into.

We started with bundles instead of separates because the first nights are overwhelming enough without sourcing items individually.

The First Nights Kit covers the foundation: a bodysuit and a swaddle, sized for the newborn weeks, in colours that work whether you're shipping it as a gift or living in it yourself.

The Every Night Kit adds growth — a second size of bodysuit and a sleep bag for when arms come out of the swaddle.

The Growing Nights Kit takes you through the first year.

Every kit is curated like a registry list a thoughtful friend would build for you. No filler. No upsells. Just what you actually need.

TotnKids is the first brand from BAIXA, a small family of D2C labels we're building together. The same hands that pick the fabrics here pick them across the portfolio.

We're starting in the UK and adding markets thoughtfully — Australia, the EU, the US — when we're confident we can ship to a new family the same way we'd ship to ours.

If you have feedback, ideas, or just want to say hi, we're at hello@totnkids.com. Real humans, usually replying within a day.