Nowadays: For Parents Navigating the Raw, Messy, and Beautiful Moments of Raising Kids

Nowadays exists for parents in the thick of it. We create thoughtfully considered children's clothing that you can rely on: pieces designed to endure, uncomplicated in their purpose, and easy to incorporate into the rhythms of family life. As an Australian kids' clothing brand born from real understanding, we're here to simplify everyday demands because with so much already on your plate, the little things shouldn't slow you down.

Why Nowadays Kids' Clothing?

In a market that often prioritises style over substance, Nowadays emerged from a deep understanding of what parents actually need. Every shape, every fit, every detail has been carefully considered through the lens of daily life with little ones.

Thoughtful Design at Every Step

Our design philosophy goes beyond aesthetics. Each garment is crafted with intention, considering how children move, play, and grow:

• Necklines designed for easy dressing, eliminating morning struggles
• Shoulder spaces that allow for natural movement and layering
• Carefully considered sleeve lengths that don't interfere with play or meals
• Strategic sizing that accommodates growth while maintaining proper fit
• Fabric weights chosen specifically for comfort and durability
• Silhouettes that allow freedom of movement while looking well-fitted

We've thought about the moments you might not have time to think about—like how a sleeve length might affect mealtime independence, or how a neckline can make dressing time smoother for both parent and child.

Our Approach to Children's Fashion

What sets Nowadays apart in the Australian kids' clothing landscape is our commitment to thoughtful design and practical quality. Each garment begins with GOTS-certified organic cotton, selected not just for its sustainability but for its ability to withstand the real tests of childhood—from washing machine cycles to playground adventures.

Our design process considers:

• How children actually move and play
• The daily routines of getting dressed and undressed
• The practicality of washing and care
• The need for pieces to work together effortlessly
• The importance of clothing that grows with your child

More Than Just Clothes

Nowadays isn't just another children's clothing brand in Australia. We're building a community of parents who understand that raising little ones is both challenging and beautiful. Our pieces are designed to simplify daily routines, allowing more time for what truly matters.

From our signature t-shirts to our carefully curated collections, every Nowadays piece is created with purpose. We understand that parents don't need more complications in their day—they need reliable, quality clothing that keeps up with life's pace.

Our Commitment to Quality

As a premium Australian kids' clothing brand, we believe in:

• Using only GOTS-certified organic cotton
• Ensuring ethical manufacturing practices
• Creating pieces that last beyond a single season
• Designing with both parent and child in mind

Join the Nowadays Journey

Every stitch, every seam, and every silhouette in our collection has been thoughtfully considered. We understand that the right fit isn't just about size—it's about how a garment moves with your child, how it simplifies your day, and how it endures through all the moments that make up childhood.

Discover clothing that truly understands the rhythm of your days—where thoughtful design meets the real moments of parenthood.