About Us
At Baby Todd & Co., we believe that every child deserves the very best childhood and for us, that starts with creating clothing options that have unrivalled comfort.
Fixing a Well-Known Problem
Like us, many other parents comment about the discomfort their children suffer from tags along the neckline or bundles of labels sewn into the seams of clothing.
This problem was not an easy fix as the ACCC dictates clothing labels (care instructions, manufacturing information etc) must be provided with every garment sold in Australia.
However, these labels don’t actually need to be sewn onto the fabric, so we went completely tagless and designed a simple-to-detach ‘hangtag’ with all the info you need.
We knew the problem, we knew how we could solve it – we just needed to ensure that when designing our clothing line we didn’t lose sight of all the other important considerations parents have when choosing clothing for their children.
Our Story
How it Started:
Hanada Mardian
In late 2019, Hanada Mardian, inspired by her own experiences as a mother of a little boy with skin sensitivities, created 'Baby Todd'.
With a deep commitment to child development, Hanada recognised a gap in the market for high-quality, comfortable and stylish baby clothes that parents can trust.
Driven by her passion for creating a nurturing environment for her own children, Hanada recognised that High Street store clothing all contained scratchy, irritating tags and labels. So she set out to create a new brand, dedicated to comfort, quality, and sustainability.
Her personal touch can be seen in every product we offer, ensuring that each item reflects her values and commitment to families everywhere.
How it Continues:
Steve Alexander
In 2024, to enable Hanada to focus on her growing family, Steve Alexander took over 'Baby Todd' and rebranded the business as 'Baby Todd & Co.'.
With 30 years' experience in corporate marketing and a passion for delivering exceptional customer experiences, Steve's commitment to keep 'our little customer' (and their mum and dad) at the centre of decision making is key to the brand's culture.
As a step-father himself, Steve is deeply invested in supporting families access everyday luxury for their children whilst giving back to the community through programs like the national White Ribbon Support Initiative and the Melbourne-based Impact for Women program.
Our Purpose
It’s easy to design generic children’s clothing, and many high street brands do this well. What we set out to do was to create quiet luxury our little customers, and their parents, could feel great about.
We wanted to develop super-soft, tagless clothing that was perfect for even the most sensitive skin. It had to be extremely high quality, durable for longevity and versatile so it could be worn in all weather conditions.
Consequently, our design team meticulously sourced premium, 240gsm bamboo and cotton fabric from Tier One suppliers who could blend these fabrics with Spandex for stretchy comfort – and just as importantly, also meet our high expectations for eco-sustainability and corporate responsibility.
We’re now being asked by parents to start developing Hangout Shorts and Lazy Pants for adults so we're on the right path.”
Steve Alexander
Owner and Brand Director, Baby Todd & Co.
Our Values
Quality: We carefully select every item in our collection to ensure it meets our strict quality standards. Your child's safety and comfort is our top priority
Sustainability: We are committed to selecting manufacturing partners who use eco-friendly materials and adopt raw material sustainability practices, so you can feel good about the Baby Todd & Co. products you choose for your family
Community: Through our charitable donations to 'White Ribbon Australia' and 'Impact for Women' in Melbourne, we are committed to providing hope and support to parents and children affected by domestic violence
Our Products
From adorable, buttery soft new-born clothing to practical play-wear for teens, our product range is designed to inspire and support children through their growth and development.
Each item is thoughtfully chosen to enhance playtime, bedtime, and everything in between.
Why we oppose 'fast-fashion'
The 'fast-fashion' industry relies on cheap, disposable clothing that is produced quickly and sold at low prices, encouraging consumers to buy and discard clothing at an alarming rate.
Perhaps surprisingly, Australia is the 2nd largest consumer of new textiles (after the US) creating a huge impact on both human rights and our environment.
At Baby Todd & Co. we strive to combat the impact of fast fashion by only sourcing high-quality, long-lasting fabrics sourced from sustainable practices.
We are proud of our premium, durable 240gsm fabric weight and will always champion quality over quantity.
Join Us
We strive to be more than just a brand; we’re a community of parents who share a love for our little ones, our society and our future.
We invite you to join us on this journey: connect with us on social media, sign up for our updates, and share your Baby Todd & Co. experiences with us!
Thank you for choosing Baby Todd & Co., together we’re creating a beautiful world for our children to be themselves.
The Baby Todd & Co. Team
