celebrating 10 years of love + muslin

it all started with a swaddle and an Aussie mum on a mission

It’s hard to believe it’s been ten years since Raegan Moya-Jones introduced the first muslin swaddle outside of Australia. It all started with the birth of Raegan’s first child Anais (pronounced UH-nay) in 2003. Raegan grew up in Australia with the time-honoured tradition of swaddling babies with cotton muslin, so of course she began searching for these breathable wraps after she gave birth in the States. But much to her surprise, not only could she not find them anywhere, but she didn’t feel any of the options that were available were right for swaddling. Inventing by way of necessity, Raegan launched the original muslin swaddle blanket in the US in 2006.

With their breathability, versatility and modern aesthetic, aden + anais muslin swaddle blankets instantly resonated with American parents and quickly became a must-have among A-list celebrities like Julia Roberts, Adam Sandler and Naomi Watts to name a few. Inspired (and tickled!) by the frequent aden + anais swaddle-sightings in US Weekly and the like, we launched the Paparazzi print. In honour of our 10th anniversary, we are bringing back this beloved print in a limited-edition collection. With its black and white palette—a color scheme unheard of in the baby market back then—Paparazzi is a testament to the brand’s trailblazing beginnings and the perfect way to commemorate this major milestone.

We continue to swaddle the babies of thought-leaders and trendsetters, from Kate Middleton, Duchess of Cambridge, to Beyonce to Mark Zuckerberg as we revolutionize the baby industry with an ever-evolving line of award-winning muslin essentials. What started out as a mum on a mission is now a global brand trusted by mothers everywhere. “Back when I was running aden + anais from my kitchen table, I never could have anticipated that it would go on to become a global baby brand that would sell over 25 million swaddles in 65 countries. But I always believed in the business and my mission of making babies more comfortable while making parents’ lives easier,” recalls Raegan. Here’s to ten more years of sharing the wonders of our soft, breathable 100% cotton muslin with babies and parents around the world.  

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