Started on a Tiong Bahru balcony, washing nappies between night feeds

Snugbums began in 2019 when Sufyan and Marina Yusof did the maths on their first baby’s disposable nappies — thousands of dollars and a small mountain of plastic before potty training — and decided there had to be a kinder way. Marina sewed their first stash on the kitchen table; Sufyan worked out the wash routine that finally beat the Singapore humidity.

Friends asked where they got the bright prints, then asked them to make some too. What started as a balcony side-hustle grew into a tight, considered range of reusable nappies, inserts and accessories — designed for our heat, our laundry constraints and the way Singapore families actually live, in HDB flats and condos with shared yards and busy machines.

We never wanted to sell a hundred things. We kept the pieces that genuinely make cloth work here, wrote honest wash guides, and built the fit studio so nervous first-timers can try before they commit. Today more than 1,800 island families cloth with Snugbums, and our one test still stands: anything we put our name on has to earn its place through our own newborn nights first.