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Hello, I’m Ruth Waddingham, the creator behind Zipit. The idea came to me after having baby Jack and I began on my new mum journey. I noticed that all the ‘new mum must-haves’ must have been designed without ever asking a new parent about their experience. Very little relevant design thought had been put into how baby clothes were used. Too many snaps, tiny arm holes and neck-holes too small for his big, baby head. Not to mention scratchy labels and rigid seams. As I struggled to dress my squirming little newborn I had the same thought all new parents share, there has to be a better way!

Drawing on my 20+ years of experience as a designer I decided to begin work to re-invent babywear – to make changing babies easier. Including full-front zip openings that open from the ankle upward for quick nappy changes, and the unique Pooper Peeper® to check diapers without undressing.

The entire collection of ingenious and adorable babywear has clean silhouettes and modern colors.