pure cute our story

our story

our story 2017-05-24T11:25:30+00:00

About Us

These are the dresses we live for.

A dress can make a girl a princess, a cape can keep her safe from bad dreams.

Her clothes will fit her for adventures to come. This is the spirit of Pure Cute clothing.

A label for the wild child, the free spirit, the little girl with her own will and a strong voice.

Together with her tiny daughters, designer Jem Morgan created the children’s clothing label Pure Cute. Her dream – to create beautiful clothing for everyday fairytales.

What our children choose to dress themselves in each day is their costume, their disguise and their expression.

Our wish is to create clothing that is a joy to wear and breathtaking to behold. We believe in creating pieces that outlive their first owner, to be loved and passed down through siblings and family.

Our signature style retains classic and natural lines, so each piece keeps it’s unique beauty as time passes.

The sustainability of children’s fashion is central to our design process. Each Pure Cute garment is created by hand from exquisite quality fabrics.

Pure Cute is a purely Australian brand: designed and produced entirely in our Spring Hill Brisbane studio. All of our fabrics are sourced through local suppliers and we maintain a presence at Queensland’s premier markets and pop up events.

We emphasise comfort and elegance in our work, and embrace natural fibres in the fabrics we select for our clothing. Our pieces are carefully designed to accommodate children’s growing bodies & active lifestyles.

It’s the joy and freedom of childhood that Pure Cute clothing evokes – clothing that inspires our children to play, to dream and to be wild.

This is our work… we invite you into our imaginations!

Life is a fairytale. So is the dress code.

Jem, Livie & Goldie