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For a baby, black and white shines brightest

Wilde Iris’ clothing collection – or wonder-wear, as we like to call it – is scientifically designed to support young children’s visual and cognitive development. Our high contrast black & white patterns are used because they register most strongly on a baby's retina, stimulating small eyes and helping synapses start firing - in turn boosting little brains.

“As adults, colour helps us to create an aesthetic and project an image. For children, colour is a building block to learning in all areas of their life: visual, social, cognitive and physical. Exposing young children to appropriate colours and patterns is one of the most important developmental exercises a parent can undertake.”

- Dr. Rachel Smith, GP and Mother

Our Sustainability Pledge

Organic cotton. Ethical working conditions. Environmentally friendly fashion. All principles to us that are as important as stimulating, stylish clothing.

We will always strive to act ethically, transparently and responsibly so that you can be confident in choosing Wilde Iris for both your precious children and our precious planet.

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