purecute

Beautiful basics, delicious designs.

Brisbane, Australia 141 Sales On Etsy since 2014

5 out of 5 stars (34)

purecute

Beautiful basics, delicious designs.

Brisbane, Australia | 141 Sales

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Jem

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Jem

Announcement    Creating clothing that inspires our children to play, to dream and to be wild.
Hand crafted with love.
Life is a fairytale. So is the dress code.

Announcement

Last updated on Nov 21, 2017

Creating clothing that inspires our children to play, to dream and to be wild.
Hand crafted with love.
Life is a fairytale. So is the dress code.

Reviews

Average item review
5 out of 5 stars
(34)
See reviews that mention:
quality 4 shipping 5 customer service 3

About purecute

Sales 141
On Etsy since 2014

Life is a fairytale. So is the dress code.

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

xxx

Around the web

Shop members

  • Jemima

    Owner, Designer, Creator

    It’s my wish to create clothing that inspires our children to play, to dream & to be wild. I lovingly hand craft each garment I design. Beautiful little Olivia is my daughter, muse & assistant. She brings joy , wonder & disarray to our home studio.

  • Olivia

    Muse, Garment Tester

    Fussy, idealistic & always dreaming... Nothing I make ever survives the rounds of the design process if Olivia doesn’t adore it. And I know the garments lucky enough to last through her reckless adventures are as childproof as mere threads can bear.

Shop policies

Last updated on January 22, 2018
Life is a fairytale.
So is the dress code.

A label for the wild child, the free spirit & the little girl with a loud voice.
💕

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Accepts Etsy Gift Cards and Etsy Credits
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We ship to the world 💕