MORI is a baby and children’s clothing brand renowned for its commitment to creating exceptionally soft, sustainable, and stylish garments. Established in 2015, the brand has rapidly gained a loyal following among parents seeking high-quality, eco-friendly clothing options for their little ones. MORI’s dedication to using natural materials, ethical production practices, and thoughtful design has set it apart in the children’s apparel industry.
Founding and Vision
The inception of MORI was driven by a desire to provide babies with the softest and safest clothing possible. The founders recognised a gap in the market for baby garments that were not only gentle on delicate skin but also produced with respect for the environment. This vision in combination with values of minimalist Japanese design led to the creation of a brand that prioritises both comfort and sustainability.
Signature Fabric and Materials
Central to MORI’s product line is its signature fabric, a unique blend of organic cotton and bamboo. This combination results in a material that is exceptionally soft, breathable, and thermoregulating, ensuring babies remain comfortable across various climates. Bamboo, known for its sustainability, grows rapidly without the need for pesticides or excessive water, making it an environmentally friendly choice. Organic cotton further enhances the fabric’s softness and adds to its eco-friendly credentials. Before launching, the founder utilised his knowledge and heritage in textiles to perfect this fabric blend, ensuring it met the highest standards of comfort and sustainability.
Product Range
MORI offers a comprehensive range of baby and children’s clothing and accessories, catering to various needs from newborns to older children. Key product categories include:
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Sleepwear: Recognising the importance of a good night’s sleep for both babies and parents, MORI designs sleepwear that promotes comfort and safety. Their collection includes sleepsuits, pajamas, and sleeping bags, all crafted from their signature soft fabric to ensure a cozy sleeping environment.
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Daywear: MORI’s daywear range combines functionality with style. From bodysuits and rompers to tops and bottoms, each piece is designed to allow ease of movement while keeping little ones looking adorable.
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Accessories: To complement their clothing lines, MORI offers a selection of accessories such as hats, bibs, and blankets. These items maintain the brand’s commitment to softness and sustainability, providing additional comfort and convenience for both babies and parents.
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Toys & Nursery: Extending beyond clothing, MORI provides nursery essentials including muslins, swaddles, towels, books and bath and feeding necessities. These products adhere to the same high standards of quality and are designed to be gentle against a baby’s sensitive skin.
10 Spring Favourites from MORI
1. The Pre-Washed Muslin Large Swaddle from MORI is a beautifully crafted essential for parents seeking softness, breathability, and versatility. Made from 100% organic cotton, this generously sized swaddle (110 x 110 cm) is pre-washed for extra gentleness against a baby’s delicate skin. Its lightweight, breathable fabric helps regulate temperature, making it perfect for swaddling, nursing, or as a stroller cover. Designed with durability in mind, it gets softer with every wash, ensuring long-lasting comfort. Whether used for cuddling, burping, or on-the-go needs, this swaddle is a must-have for modern parents looking for both style and practicality. £15.50
2. The Peter Rabbit™ Hooded Kids Bath Towel from MORI is a charming and practical addition to any little one’s bathtime routine. Made from a luxuriously soft and absorbent blend of organic micro cotton, this towel is gentle on delicate skin while efficiently drying your child after a bath, swim, or splash in the pool. Featuring an adorable hood with Peter Rabbit™ embroidery and playful 3D ears, it adds a touch of fun to drying off. Designed for comfort and durability, it remains soft wash after wash, making it a cozy and long-lasting essential for bath time cuddles. £38
3. The Ribbed Comfy Joggers from MORI are the perfect blend of style, comfort, and practicality for little ones on the move. Crafted from a super-soft and breathable organic cotton and bamboo fabric blend, these joggers are gentle on delicate skin while providing all-day comfort. The ribbed texture adds a stylish touch, while the elasticated waistband and adjustable drawstring ensure a snug yet flexible fit. Designed for both playtime and relaxation, these joggers are a versatile wardrobe staple that pairs effortlessly with any top for an easy, cozy outfit. £23
4. The Turtles Ribbed Clever Zip Sleepsuit from MORI is a thoughtfully designed essential for a baby’s peaceful sleep and everyday comfort. Made from MORI’s signature blend of organic cotton and bamboo, this sleepsuit is luxuriously soft, breathable, and gentle on delicate skin. The ribbed texture adds a stylish touch, while the two-way zip fastening makes nighttime changes quick and fuss-free. Adorned with a charming turtle print, it brings a playful yet soothing feel to bedtime. With built-in fold-over mitts for sizes up to 9 months and footed or footless options, this sleepsuit is designed for both practicality and coziness. £33.50
5. The Turtles Ribbed Zip Summer Sleepsuit from MORI is a lightweight and breathable essential designed to keep little ones comfortable during warmer nights. Made from MORI’s signature blend of organic cotton and bamboo, this sleepsuit is ultra-soft, gentle on sensitive skin, and naturally thermoregulating. The ribbed fabric adds a stylish touch, while the playful turtle print brings a fun, ocean-inspired charm. Featuring a convenient two-way zip for easy dressing and quick diaper changes, it’s a practical yet adorable addition to any baby’s wardrobe. Perfect for summer, this sleepsuit ensures a cozy and restful sleep for your little one. £27
6. The Peter Rabbit™ Ribbed Cardigan from MORI is a beautifully crafted layering piece that combines timeless charm with exceptional comfort. Made from a soft and breathable blend of organic cotton and bamboo, this cardigan is gentle on delicate skin while providing warmth without overheating. The ribbed texture adds a stylish touch, and the wooden button fastenings make dressing easy. Featuring an adorable Peter Rabbit™ embroidered detail, it brings a classic storybook charm to any little one’s outfit. Perfect for layering over bodysuits or tops, this versatile cardigan is ideal for all seasons and special moments. £26
7. The Yellow Ribbed Leggings from MORI are a perfect combination of comfort, style, and practicality for little ones. Crafted from MORI’s signature organic cotton and bamboo fabric blend, these leggings are incredibly soft, breathable, and gentle on delicate skin. The ribbed texture adds a stylish touch, while the stretchy waistband ensures a snug yet flexible fit for all-day movement and play. Designed to be both durable and cozy, they pair effortlessly with bodysuits, tops, or sweaters, making them a versatile wardrobe staple for any season. £18
8. The Peter Rabbit™ Short Sleeve Bodysuit from MORI is a charming and comfortable everyday essential for little ones. Made from MORI’s signature organic cotton and bamboo fabric blend, it is incredibly soft, breathable, and gentle on delicate skin. Featuring an adorable Peter Rabbit™ print, this bodysuit adds a playful, storybook-inspired touch to any baby’s wardrobe. Designed with practicality in mind, it includes an envelope neckline and popper fastenings for easy dressing and quick diaper changes. Perfect for layering or wearing on its own, this bodysuit is a timeless piece that combines comfort with classic charm. £19.50
9. The Cloud Stripe Seersucker Rash Vest & Shorts Outfit from MORI is a stylish and protective swimwear set designed for little ones to enjoy fun in the sun. Made from lightweight and quick-drying seersucker fabric with built-in UPF 50+ protection, this set helps shield delicate skin from harmful UV rays. The rash vest features a high neckline and zip fastening for easy changing, while the coordinating striped shorts have an elasticated waistband for a secure and comfortable fit. Perfect for beach days or poolside adventures, this adorable outfit ensures both safety and style for splashing fun. £41
10. The Floral Cotton Blouse & Striped Muslin Shorts Outfit from MORI is a beautifully coordinated set designed for effortless summer style and comfort. The delicate floral blouse is crafted from soft, breathable organic cotton, featuring ruffled sleeves and back button fastenings for an elegant yet practical touch. Paired with lightweight striped muslin shorts, made from airy organic cotton, this outfit ensures a comfortable and breezy fit for warm days. The elasticated waistband provides easy movement, making it perfect for playdates or special outings. Chic and timeless, this set is a must-have for little ones’ summer wardrobes. £54
Customer Feedback and Reviews
MORI has garnered positive reviews from customers worldwide, with many praising the softness and quality of the fabrics, as well as the brand’s dedication to sustainability. Parents have reported that their babies sleep better in MORI’s sleepwear, attributing this to the comfort provided by the high-quality materials. One customer noted, “Love the fabric used and the sustainability that MORI practices. The clothes are so soft and such great quality! Our baby sleeps like a dream in them and stays warm.”
Collaborations and Special Collections
MORI has engaged in various collaborations to offer unique and limited-edition collections. These partnerships have allowed the brand to infuse fresh designs and concepts into their product lines, keeping the offerings exciting and diverse. Collaborations often reflect MORI’s commitment to storytelling and creativity, providing customers with exclusive items that maintain the brand’s core values of softness, sustainability, and style.
Community Engagement and Support
Beyond product offerings, MORI fosters a sense of community among parents and caregivers. Through their online journal and social media platforms, the brand shares parenting tips, stories, and insights, creating a supportive network for families. This engagement not only strengthens customer relationships but also reinforces MORI’s dedication to being more than just a clothing brand—it positions them as a partner in the parenting journey. So, why not join the MORI family and enjoy everything this fantastic brand has to offer!
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