The Ivy Mae softness standard™ is our promise that every garment meets a carefully considered benchmark for comfort, quality and wearability before reaching your little one's wardrobe.

Each piece is thoughtfully designed and assessed to ensure a gentle hand-feel, intentional detailing and lasting durability. We evaluate softness before and after washing, seam placement and finish, stretch and colour retention, and overall long-wear comfort for real-life use.

We avoid unnecessary stiffness, abrasive internal seams and harsh finishes. Wherever possible, we prioritise smooth stitching, soft necklines and refined detailing so each piece feels as beautiful on the inside as it looks on the outside

If a garment does not meet our Softness Standard™, it does not become Ivy Mae.