About Us

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Softlly is a New York-based, Mom-owned and operated baby and child knit apparel brand. We started our journey in a pursuit of soft garments  during the hard Covid pandemic times and continue to deliver timeless love and soft comfort to our most important people! 

As a mother of three, I know Soft Matters! At Softlly, quality is never compromised no matter what you're looking for. We are committed to sourcing softest yarns and developing functional styles that feel wonderful on the most sensitive baby skin.

Have you noticed that some garments last a few weeks and others pass from one sibling to the next for years? We are here to create sustainable pieces that will be worn and loved by all of your children and will be gentle to our Planet.