celebrating 10 years of love + muslin

it all started with a swaddle and an Aussie mom on a mission

It’s hard to believe it’s been ten years since Raegan Moya-Jones introduced the first muslin swaddle outside of Australia. It all started with the birth of Raegan’s first child Anais (pronounced UH-nay) in 2003. Raegan grew up in Australia with the time-honored tradition of swaddling babies with cotton muslin, so of course she began searching for these breathable wraps after she gave birth in the States. But much to her surprise, not only could she not find them anywhere, but she didn’t feel any of the options that were available were right for swaddling. Inventing by way of necessity, Raegan launched the original muslin swaddle blanket in the US in 2006.

With their breathability, versatility and modern aesthetic, aden + anais muslin swaddle blankets instantly resonated with American parents and quickly became a must-have among A-list celebrities like Julia Roberts, Adam Sandler and Naomi Watts to name a few. Inspired (and tickled!) by the frequent aden + anais swaddle-sightings in US Weekly and the like, we launched the Paparazzi print. In honor of our 10th anniversary, we are bringing back this beloved print in a limited-edition collection. With its black and white palette—a color scheme unheard of in the baby market back then—Paparazzi is a testament to the brand’s trailblazing beginnings and the perfect way to commemorate this major milestone.

We continue to swaddle the babies of thought-leaders and trendsetters, from Kate Middleton, Duchess of Cambridge, to Beyonce to Mark Zuckerberg as we revolutionize the baby industry with an ever-evolving line of award-winning muslin essentials. What started out as a mum on a mission is now a global brand trusted by mothers everywhere. “Back when I was running aden + anais from my kitchen table, I never could have anticipated that it would go on to become a global baby brand that would sell over 25 million swaddles in 65 countries. But I always believed in the business and my mission of making babies more comfortable while making parents’ lives easier,” recalls Raegan. Here’s to ten more years of sharing the wonders of our soft, breathable 100% cotton muslin with babies and parents around the world.  

a look back at the last 10 years


+ Hello, World! aden + anais is born at Raegan Moya-Jones' kitchen table, and pops up in our first retailers: New York City's Upper Breast Side and California's Juvenile Shop and Pump Station.

+ First Celeb Sighting: Adam Sandler out and about with his little one, swaddles up in aden + anais.


+ Vegas, Baby: Raegan's swaddling methods hit the US at our first trade show, ABC in Las Vegas

+ Awards Corner: Creative Child Magazine Seal of Excellence

+ Celeb Sighting: Naomi Watts, Julie Roberts and Patrick Dempsey's little ones are snapped in aden + anais.


+ US office opens in Brooklyn with 1 employee.

+ We introduce our hooded towels, dream blankets, and washcloths.

Awards Corner: Our new Dream Blanket is a National Parenting Product Award Winner

+ Celeb Sighting: celebrity mom and model Heidi Klum spotted ricking aden + anais prints with her littles.


+ Raegan quits her day job to lead aden + anais at the expanding Brooklyn office.

+ Our sleeping bags officially launch.

+ Our Organic cotton muslin products launch in the US.

+ Awards Corner: Two Best Product awards from iParenting Media Awards.

+ Celeb Sighting: Gwen Stefani's little rocker spotted in aden + anais.


+ Offices and websites open in Japan and Australia.

+ Launch security blanket products.

+ Our partnership with CJ Foundation for SIDS launches in the US.

+ Celeb Sighting: Matthew McConaughley, Sanda Bullock, and Sarah Jessica Parker are spotted with aden + anais.


+ Hello, UK! Our new offices in London and EU website launches.

+ Skincare, head to toe: our line of skincare launches in the US, with famed NYC dermatologist Dr. Ellen Gendler.

+ Awards Corner: We snagged a Crisbie Best Sleep Inducing Award for our swaddles, and a SheKnows Parenting Award

+ Celeb Sighting: Orlando Bloom and Owen Wilson choose aden + anais swaddles.


+ aden + anais partners with (RED), with swaddles designed by Gwen Stefani, Rachel Zoe, and Jessica Alba.

+ Our partnerships with J. Crew, Barneys New York (Japan) and The Honest Company launch.

+ Awards Corner: aden + anais snags a NY Baby Show best of 2012 Award and Raegan wins Ernst & Young Winning Women

+ Celeb Sighting: Chris Hemsworth and Elsa Pataky love aden + anais for their twin boys.


+ Our Canada office and website are officially here!

+ Our first line of silky soft muslin launches.

+ Awards Corner: Raegan is named to the 2013 Class of Ernst & Young's Entrepreneurial Winning Women, and recieves a Future 50 Award from Smart CEO

+ Celeb Sighting: Beyonce, Charlize Theron, Drew Barrymore, Sienne Miller and Uma Thurman spotted with aden + anais swaddles.


+ aden + anais products officially available in 35 countries.

+ Prince George leaves the hospital in our jungle jam swaddle.

+ Awards Corner: We are named a top 25 Most Innovative Consumer and Retail Brands by Entrepreur.

+ Celeb Sighting: Kate Hudson, Kourtney Karadashian and Channing Tatum's little ones rock our swaddles.


+ We launched the first line of muslin baby clothing!

+ Awards Corner: We racked up a Crisbie, a Bump Best of Baby Award, a What to Expect Love it Award, An Enterprising Woman Award and a Smallish Magazine Design Award

+ Celeb Sighting: Mark Zuckerberg introduced baby Max to the world swaddles in mod about baby.


+ 25 million: 10 years later, our swaddles are loved around the world.

+ Gone Global: aden + anais is available in 65 countries worldwide.

+ Awards Corner: So far, we have won two Crisbie's Awards Reader's Favorites in Baby & Children's Products News in four Product categories.

+ Celeb Sighting: Chrissy Teigen and Jaime King are spotted with aden + anais.

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