Our Story

Hi friends!

Thanks for visiting our store. I’m Rahma, and here’s a little about how ANOONU was born. 

I founded ANOONU during my first year of motherhood. As a new mum, I was underwhelmed by clothes that were mostly limited to stereotypical colours—blue for boys, pink for girls—and repetitive patterns like stripes, dinosaurs, and stars. 

Craving a creative outlet, I started sketching designs that combined comfort with style. My love for nature and minimalism inspired me to create outfits that are simple yet distinctive. As someone who grew up with sensitive skin, I knew that I’d only use the best materials like organic cotton and breathable linens.. especially when it comes to babies & small children. 

As for our brand name, ‘Noonu’ is a sweet way of saying ‘baby’ in Arabic. It also reflects our favourite time of day—noon ☀️ —when we enjoy outdoor adventures, fun activities and soft play.

ANOONU blossomed from this precious time of early motherhood, and I’m excited to finally share it with you!

The clothes we love can have a big impact on our planet. Making them creates a lot of air and water pollution, and every year, a huge amount of old clothes end up in landfills which is bad for our environment.

That’s why ANOONU is part of the slow fashion movement. Slow fashion promotes the creation of fewer clothes that are higher in quality and therefore designed and made to last. We focus on using materials that are kind to the environment all while making sure the people who make our clothes are treated and paid fairly.

ANOONU adopts a “simpler” , timeless aesthetic. We are a gender-neutral brand, meaning our products can be worn by both boys and girls. This means our clothes are perfect for passing down and being loved by all. Conscious choice, less impact ♻👣.