Our story

Whole The Label was conceived from the desire to curate small batch basics in gender neutral tones & the most comfortable fabrics for your little loves to explore in.

Our collections aim to have a balance of essential pieces and basic outwear designed for everyday living.

Lasting beyond trends & in between seasons, our pieces are inspired by minimalism & simplicity whilst keeping design, fit & comfort at the forefront. Our hope is that our pieces help create lasting memories for you as a family as you pass them down to siblings, friends & loved ones.

Made to be well worn & played in.

explore our collections

Behind the brand

Thanks for stopping by.

I started this little passion project as a creative outlet, bred from the drive to fulfil something outside of my comfort zone.

Whole The Label has been on my mind for quite some time now. This is the fruition of my all-consuming daydreams & late-night thoughts.

Like most mums, I try my best to be a mama-of-all-trades, and somehow try to maintain some form of balance.

By trade, I work in Digital Analytics and spend most of my day analysing data and implementing technical development. To balance it out, I try to play in the creative space in my personal time.

Over & above everything, I’m a mama to an incredibly fierce little boy, who in between my day job and other things, keeps me grounded. He is most definitely the little muse that inspired Whole.

We’re so grateful for your support .

Before you, it was just us -

and now we’re whole.

The sidekick, one-man cheer squad & all round great hub and dad

At some point, everyone needs a pair of lending hands.

Recruited by choice to be my little bit of everything in both business & in life, this man is the one who supports me in everything I sometimes jokingly throw at him.

At Whole, he’s in charge of inventory & packing your orders to make sure your goodies reach you ASAP.

If you ever have any issues with your order, you know who’s behind it!

Aside from taking care of the business operations side of things, he’s genuinely a great, hardworking dad who thankfully also loves to maintain a tidy house.

Most importantly, he loves both our boys unconditionally.

We’ll keep him around for now x