As a first-time mum to our little boy, nothing prepared me for the jump from the baby section to the toddler section.

It felt like overnight we went from soft colours and gentle designs… to dark tones and bold, harsh prints. And I was not ready.

At the same time, our little boy’s personality was beginning to shine. His very first obsession? Fruit and vegetables. What started with dancing fruit on YouTube quickly became a full-blown love of fruit toys—especially pineapples.

Like most parents, I wanted to nurture that spark. So I went searching for clothing that reflected what he loved.

But every time I walked into the shops, the girls’ section was flooded with fruit prints—berries everywhere—while the boys’ section was dinosaurs, trucks and licensed characters. And while there’s absolutely a place for those (we have big Mickey Mouse fans in this house too), I couldn’t understand why fruit—something every toddler adores—felt gendered.

Why did soft have to mean “for girls”?
Why were little boys boxed in so young?

During many late-night doom scrolls, I realised I wasn’t alone. So many parents were searching for clothing that felt softer—calmer—more reflective of their child’s unique little personality.

And in one of those moments, the name Softer Souls came to me.

Softer Souls is a love letter to our little boy—and to all the children who don’t quite fit the mold. It’s for the gentle ones, the curious ones, the fruit-loving, feeling-deeply little souls of the world.

Thank you for being here at the beginning of this dream.

With love,
Jessie
Founder, Softer Souls