As a new mama you’ll discover that there’s no better time to explore different neighborhoods than when you’ve got a little one still small enough to tuck into a carrier or stroller...and to dress in whatever it is you want without protest. While we love the ease of NYC’s notorious kid zones just as much as the next mom, we also love discovering baby-friendly gems in neighborhoods where you’d least expect them. Like Soho.

Just beneath the bustle of Broadway and the throng of tourists is a wealth of swoon-worthy Soho spots for moms in-the-know. And now that Joe Fresh has debuted a totally adorable (and ridiculously well-priced) baby and kids collection at its Soho store, it seems like the perfect time to rediscover SoHo with parent eyes. From shopping and eating to playing and art-perusing, we’ve put together the perfect day for you and your babe...and included a little outfit inspiration so your little one will fit right into the Soho scene. Happy exploring!


Join us for an exclusive shopping event at Joe Fresh’s Soho store on Feb. 18 from 6-8 and get 20% off baby and kids. RSVP now to be entered for a $250 Joe Fresh gift card! (Must be present at event to win.)

Shop: Joe Fresh

As NYC moms, staying tuned into easy, modern style is in our DNA. We were already shopping Joe Fresh’s fashion basics for ourselves and our guys, but now we can add our mini-me to our shopping sprees. One of the coolest children’s brands in Canada, Joe Fresh just launched baby, toddler and kids sizes in their Soho flagship. We’re loving the pretty prints, bold stripes and cool graphics. And since the prices are super-affordable (think one-piece bodysuits for $6, leggings for $8, hoodies for $16, dresses for $19, and even a faux leather moto jacket for $39!), this is sure to become our go-to for dressing our little ones in style. Baby Girl Moto Jacket, Stripe Legging, Peplum Sweatshirt, Moccasins

Read: McNally Jackson

There’s something truly magical about an independent bookstore, and McNally Jackson is one of the best in all of NYC. Lose yourself in two floors of some of the greatest titles from around the world, then let baby loose in the children’s section downstairs. Animal One-Piece, One-Piece Snowsuit, Plaid Pre-Walker Shoes


Eat: Crosby Street Hotel

Tucked away on one of the prettiest little blocks in Soho, this luxury hotel is charming and intimate. Stop in for lunch or an afternoon tea (yes, they have high chairs!) and give baby a break from the chaotic streets outside. Toddler Girls Chambray Shirt, Star Jean, Sparkle Bow Flats, Boatneck Sweater


Play: Citibabes

Even the most well-behaved babies need to let loose sometimes. Sure, this modern playspace is for members only, but it’s totally worth popping in and sampling the goods--like 1,500 square-feet for baby to play indoors, a fitness gym and studio for mom (plus childcare!), and a family-friendly cafe and juice bar. Baby Boys Crinkle Jean, Toggle Soft Boots, Flannel Shirt, Animal Trapper Hat, Sherpa Jacket


Art: AFA Gallery

Take a break from the children’s museum and give your baby some serious visual stimulation at this cutting edge art gallery. AFA’s roots are in animation, and exhibits have included illustrations of Dr. Seuss and Maurice Sendak among others. Still, Elmo this is not--between the gallery’s provocative graphics, sculptures and even fine art, you’ll leave just as satisfied as baby. Baby Girls Rose Dress, Classic Legging, Glitter Boots


Sweets: Maman

We love our sweet Soho standbys like Vesuvio Bakery and Laduree, but this new cafe, just slightly off the beaten track, creates what just may be the best chocolate chip cookie in the whole city. The Parisian-inspired Maman also opens at 7am, which is pretty clutch when you’re operating on baby time. Baby Boys Pre-Walker Brogues, Knit Pants, Camo Shirt, Animal Trapper Hat, Varsity Jacket

See you Feb. 18 at the Joe Fresh Soho store!

This post was brought to you by Joe Fresh.

Our babies come out as beautiful, soft and natural as can be—shouldn't their clothes follow suit?

Here are nine of our favorite organic kids clothing brands that prove safe fabrics + stylish designs are a natural fit.


A brick and mortar store in Manhattan that opened in 2002, Estella is NYC's go-to shop for luxury baby gifts—from sweet-as-pie organic clothing to eco-friendly toys.



We l'oved this collection from the moment we laid eyes on it. (See what we did there 🤣) Free of things harsh added chemicals, dangerous flame retardants, and harmful dyes, this collection is 100% organic and 100% gorgeous. We especially adore their soft, footed rompers, comfy cotton joggers, and newborn-friendly kimono bodysuits.

Looking to stock up? Don't miss Big-Find Thursday every week on their site—a 24-hour flash sale that happens Thursdays at 9 a.m. PST and features a different body style, collection, and discount every week!

Hanna Andersson


One of our all-time favorite brands for durability, style, + customer service, Hanna Andersson doesn't disappoint in the organic department, either. From an aww-inducing organic baby layette collection all the way to their iconic pajamas, there are so many organic styles to swoon over from this beloved brand. And we swear their pajamas are magic—they seem to grow with your little one, fitting season after season!

Monica + Andy


The fabric you first snuggle your baby in matters. Monica + Andy's (gorgeous) collection is designed for moms and babies by moms with babies, and we love it all because it's made of super-soft GOTS-certified organic cotton that's free of chemicals, lead, and phthalates. Newborn pieces feature thoughtful details like fold-over mittens and feet.

Finn + Emma


"Here boring designs and toxic chemicals are a thing of the past while modern colors, fresh prints and heirloom quality construction are abundant." We couldn't agree more. Made from 100% organic cotton, eco friendly dyes, and in fair trade settings, we love this modern collection's mix of style + sustainability.

We especially love the Basics Collection, an assortment of incredibly soft, beautiful apparel + accessories including bodysuits, zip footies, pants, hats, and bibs, all available in a gender-neutral color palette that can work together to create multiple outfit combinations. The pieces are perfect for monochrome looks or for mixing with prints for a more modern style.


@littleaddigrey for @softbaby_clothes

You'll come for SoftBaby's organic fabrics, but you'll stay for their adorable assortment of prints. From woodland foxes to urban pugs, there's no limit to their assortment (meaning you'll even be able to find something for the new mama who's hard to shop for). Plus, the name says it all--these suckers are soft. Get ready for some serious cuddle time.

Gap Baby


Organic may not be the first thing that comes to mind when you think of the Gap, but this popular brand actually carries a wide variety of organic (and adorable) baby + toddler clothes. From newborn layette basics to toddler sleepwear—and more—there's something for everyone in this collection. Everything is 100% cotton, super soft + cozy, and perfect for eco-conscious mamas.

Winter Water Factory


Certified organic cotton with Brooklyn-based swagger? Be still our hearts. Winter Water Factory features screen-printed textiles in bold designs you'll want to show off (get ready for some major Instagram likes). And the husband-and-wife co-founders keep sustainability at the forefront of their brand, meaning you can feel good about your purchase--and what you're putting on your baby.

The company makes everything from kids' clothes to crib sheets (all made in the USA). For even more cuteness, pair their signature rompers with a hat or bonnet.

Under the Nile


Under the Nile has been making organic baby clothes since before it was cool. Seriously, they were the first baby clothing company in the USA to be certified by The Global Organic Textile Standard. They've kept up that legacy of high standards by growing their Egyptian cotton on a biodynamic farm without the use of pesticides or insecticides, and all of their prints are made with metal-free colors and no chemical finishes.

Motherly is your daily #momlife manual; we are here to help you easily find the best, most beautiful products for your life that actually work. We share what we love—and we may receive a commission if you choose to buy. You've got this.

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Whether I live next to you or across the country, social media makes it easy for us to stay updated on each other's lives and that's a wonderful thing. I love seeing pictures of your kids and I think it's great that you choose to share videos of your child singing, giggling and taking his or her first steps.

I simply choose not to share pregnant pictures, or even a family photo from the hospital once our daughter arrived because my pregnancy, birth and growing family are parts of my life I wanted to protect from the outside world.

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