Have you ever come across a new brand that makes you wonder why no one else has ever created it before? Or why you didn’t think of it yourself? 

That was us when we heard about Play Etc, the gorgeous childrenswear brand co-founded by ex-Editor-In-Chief of Cosmopolitan, Bronwyn McCahon. 

Based in sunny Bondi Beach, Play Etc is a new playwear label for girls aged 0-8 (don’t worry, a boys range is on its way!). All the designs are fun, bright, playful, ethically designed and made and easy to wear! Yay! Clothes without unnecessary buttons, zips and annoying clasps (imagine we’re doing the praising hands emoji haha!)

From dresses and overalls to onesies and pants, Play Etc is inspired by childhood memories, fun times spent with family and friends and the excitement over simple things.

Besides designing the most darling clothes for the little ladies in your life, Play Etc is committed to empowering girls to live their best life so every piece that is purchased from the range will educate a girl for one day through Room To Read, the not-for-profit organisation that supports education and literacy in developing countries. We just love that!


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