Pure and sim­ple

on the hunt for kids’ fash­ion that’s as stylish as it is so­cially re­spon­si­ble? we wel­come Purebaby to Dubai, the first ded­i­cated or­ganic chil­dren’s fash­ion store in the re­gion

Good (UAE) - - GOOD VALUE - First floor, Canal Walk, Dubai Fes­ti­val City, Dubai, Sun to Wed 10am to 10pm, Thur to Sat 10am to mid­night. Tel: (04) 2246886. Taxi: Dubai Fes­ti­val City. mumz­world.com

in our sti­fling cli­mate, keep­ing our kids out of man­made fi­bres is of­ten well ad­vised – but that’s not to say it’s al­ways easy. Go­ing or­ganic, in your chil­dren’s wardrobes or your kitchen cup­boards, used to be a tough task in Dubai, but the ar­rival of Purebaby, the re­gion’s first ded­i­cated or­ganic fash­ion store for kids, is look­ing to change that.

cre­ated in aus­tralia in 2002 by Mirabai win­ford, the la­bel was borne of her de­sire to clothe her daugh­ter in beau­ti­ful nat­u­ral cloth­ing, cre­ated with aware­ness, care and a sense of so­cial re­spon­si­bil­ity. as Mirabai ex­plains, “when i couldn’t find a range to meet all my needs – fash­ion­able, or­ganic, func­tional and most im­por­tantly af­ford­able – i was in­spired to cre­ate it my­self.” the re­sult­ing col­lec­tion is ev­ery bit as stylish and func­tional as you would want your chil­dren’s clothes to be, but comes with some sig­nif­i­cant added ben­e­fits.

Us­ing only cer­ti­fied or­ganic cot­ton, the col­lec­tion al­lows your child’s del­i­cate young skin to breathe nat­u­rally – a must in our hot desert cli­mate. the fab­ric is also grown with­out harm­ful chem­i­cals and dyes and us­ing only green meth­ods, mean­ing you can rest as­sured your fash­ion habit isn’t com­ing at an en­vi­ron­men­tal cost.

hav­ing opened 23 stores, in­clud­ing a host of con­ces­sions, in aus­tralia, Purebaby’s ex­pan­sion into the Mid­dle East is the new ar­rival the most stylish new ar­rivals have been wait­ing for.

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