Girl in Sonny Label Safari AW25 zebra print pants and pink stripe long-sleeve tee with orange sunglasses, leaning on an orange wall holding a lollipop.

NEW ARRIVALS

Bold colour. Big joy.

SHOP CIRCUS

MADE FOR FUN. BUILT FOR REAL-LIFE.

Small-batch styles using the softest fabrics and thoughtful details. Playful, timeless, and made for minis who never stop moving.

Kids
Baby
Pocket Pants
Hats & Caps

BEST SELLERS

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Sonny Label Safari AW25 leopard print wide-leg pocket pants, flat lay on a grey background.
Child wearing a Sonny Label SonnyFaves collection piece. Variant upload.
Child wearing a Sonny Label SonnyFaves collection piece. Variant upload.
Child wearing Sonny Label Safari AW25 stripe long-sleeve tee and pants on a white background.
Quick Buy
Pocket Pants in Leopard $72.00
Sonny Label Circus26 polka dot pocket pants flat lay on a grey background — fun, relaxed fit for kids.
Sonny Label camo print pocket pants flat lay on a grey background — relaxed wide-leg style with side pockets.
Sonny Label Safari AW25 leopard print wide-leg pocket pants, flat lay on a grey background.
Sonny Label Safari AW25 black and white zebra print wide-leg pocket pants with red stripe and sun badge, flat lay on grey background.
Sonny Label Circus26 retro sweatshirt flat lay on a grey background — cosy cotton for cool days.
Child in Sonny Label SonnyFaves collection piece. Variant upload.
Child in Sonny Label SonnyFaves collection piece. Variant upload.
Child wearing Sonny Label SonnyFaves everyday piece. Variant upload.
Quick Buy
Retro Sweat in Circus $70.00
Sonny Label Circus26 forest green and white stripe long-sleeve tee flat lay on a grey background.
Child wearing Sonny Label Circus26 everyday tee and sport pants on a vivid blue backdrop.
Child in Sonny Label Circus26 polka dot pocket pants on a vivid blue studio background.
Child in Sonny Label Circus26 pieces on a vivid blue background. Variant upload.
Quick Buy
Long Tee in Forest Stripe $54.00
Sonny Label Circus26 forest green and white stripe long-sleeve tee flat lay on a grey background.
Sonny Label Circus26 floss pink and white stripe long-sleeve tee flat lay on a grey background.
Sonny Label Safari AW25 red and white stripe long-sleeve tee flat lay on a white background.
Sonny Label camo print pocket pants flat lay on a grey background — relaxed wide-leg style with side pockets.
Sonny Label Circus26 camo print kids piece flat lay on a grey background.
Sonny Label Circus26 camo print piece flat lay on a grey background, second product in the camo range.
Sonny Label Circus26 camo print clothing flat lay on a grey studio background.
Quick Buy
Pocket Pants in Camo $72.00
Sonny Label Circus26 polka dot pocket pants flat lay on a grey background — fun, relaxed fit for kids.
Sonny Label camo print pocket pants flat lay on a grey background — relaxed wide-leg style with side pockets.
Sonny Label Safari AW25 leopard print wide-leg pocket pants, flat lay on a grey background.
Sonny Label Safari AW25 black and white zebra print wide-leg pocket pants with red stripe and sun badge, flat lay on grey background.
Child in Sonny Label SonnyFaves everyday tee styled in a lifestyle campaign image.
Child in a Sonny Label SonnyFaves lifestyle campaign shot wearing a colourful cotton piece.
Child wearing a Sonny Label SonnyFaves everyday tee in a lifestyle campaign shot.
Child in a Sonny Label SonnyFaves collection piece. Variant upload.
Quick Buy
Everyday Tee in Poppy Sunshine $52.00
Sonny Label Circus26 charcoal everyday tee flat lay on a grey background, a wardrobe essential for kids.
Sonny Label Circus26 cream everyday cotton tee, flat lay product image on grey background. Variant upload.
Child in Sonny Label SonnyFaves everyday tee styled in a lifestyle campaign image.
Child wearing a Sonny Label SonnyFaves everyday tee in a colourful lifestyle shot.
Child wearing Sonny Label LOVER collection pieces on a soft white studio background.
Sonny Label Circus26 sky blue sports tee flat lay on a grey background.
Child wearing Sonny Label Circus26 colourful outfit posed on a deep blue studio background.
Child in Sonny Label Circus26 sloppy joe and slouch pants on a vivid blue background.
Child wearing Sonny Label Circus26 retro sweatshirt and sport pants on a deep blue backdrop.
Quick Buy
Sports Tee in Circus Blue $58.00
Sonny Label Circus26 sky blue sports tee flat lay on a grey background.
Sonny Label LOVER golden yellow crop sport tee with cream rib neck and red pixel heart embroidery, flat lay on grey background.
Child in Sonny Label LOVER collection outfit on a soft white studio background.
Sonny Label Safari AW25 black and white zebra print wide-leg pocket pants with red stripe and sun badge, flat lay on grey background.
Child wearing a Sonny Label SonnyFaves collection piece in a colourful lifestyle shot.
Child in a Sonny Label SonnyFaves everyday piece in a lifestyle campaign shot.
Child wearing Sonny Label SonnyFaves collection piece in a colourful lifestyle image.
Quick Buy
Pocket Pants in Zebra $72.00
Sonny Label Circus26 polka dot pocket pants flat lay on a grey background — fun, relaxed fit for kids.
Sonny Label camo print pocket pants flat lay on a grey background — relaxed wide-leg style with side pockets.
Sonny Label Safari AW25 leopard print wide-leg pocket pants, flat lay on a grey background.
Sonny Label Safari AW25 black and white zebra print wide-leg pocket pants with red stripe and sun badge, flat lay on grey background.
Sonny Label Circus26 polka dot pocket pants flat lay on a grey background — fun, relaxed fit for kids.
Child in Sonny Label Circus26 pieces posed playfully on a vivid blue background.
Child wearing Sonny Label Circus26 sport pants and long-sleeve tee on a deep blue background.
Child in Sonny Label Circus26 everyday tee and beanie styled on a vivid blue backdrop.
Quick Buy
Pocket Pants in Blue Polka $72.00
Sonny Label Circus26 polka dot pocket pants flat lay on a grey background — fun, relaxed fit for kids.
Sonny Label camo print pocket pants flat lay on a grey background — relaxed wide-leg style with side pockets.
Sonny Label Safari AW25 leopard print wide-leg pocket pants, flat lay on a grey background.
Sonny Label Safari AW25 black and white zebra print wide-leg pocket pants with red stripe and sun badge, flat lay on grey background.
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Child in Sonny Label Circus26 floss pink slouch pants and stripe tee on a deep blue background.
JUMPERS
Child in Sonny Label Circus26 pieces posed playfully on a vivid blue background.
BOTTOMS
Child in Sonny Label Circus26 forest green beanie and stripe tee on a deep blue backdrop.
TOPS
Child wearing Sonny Label Circus26 everyday tee and sport pants on a vivid blue backdrop.
ACCESSORIES

⭐⭐⭐⭐⭐

Loved by 6,000+ minis

I love that Sonny pieces feel fun but still practical. Soft, breathable fabrics, comfy fits, and colours that make me smile. It’s the kind of brand you instantly trust once you’ve tried it.

Cora T.

Honestly, the quality blew me away. My kids are HARD on their clothes and these pieces just keep going — wash after wash they still look good. Plus my boys actually want to wear them, which is saying something.

Sarah R.

Sonny has become a non-negotiable in our kids wardrobes. The kids live in it, I don’t cringe when they pick their outfits, and everything just works for real life - chaos, spills and all.

Phoebe L.
Family of four in a Sonny Label lifestyle film shot — dad, two boys, and mum wearing colourful Sonny Label kids pieces, shot on Kodak Ultramax 400 film.
Sonny Label lifestyle family shot on Kodak Ultramax 400 film — warm, candid feel with kids in colourful pieces.

Made for Mini Mayhem

Born from a love of colour, chaos and kids being kids. Sonny Label makes 100% cotton pieces that are comfy, playful, made to last, and ready for the wash pile again and again. Designed in Australia for minis who dress like they mean it.

Behind the chaos

  • Playful, comfy pieces made for real life; always made from breathable cottons that are gentle on delicate skin. Natural fibres help little bodies stay cool, comfy and irritation-free through every adventure.

    Learn more

  • Every Sonny piece is quality, fit and comfort-tested on my three little boys — because I know what works, what lasts and what actually gets worn. I’m committed to that sweet spot between durable quality and the joy of dressing kids bright, bold and full of fun.

    The Sonny Story

  • Our relaxed fits are designed for movement, play and longer wear. If you’re unsure, we always recommend checking our size guide for measurements and tips.

    Size Guide

  • Nothing complicated here - a cold, gentle wash is best, then line dry in the shade to keep colours bright and pieces looking magic. Washing and caring for your Sonny favourites this way helps them last longer, reducing waste and keeping the good times going.

  • FLAT RATE $5.95 SHIPPING

    Orders are packed by a small team (it's just me 😉), and are dispatched within 2 days. Please allow a little extra time during launches or sale periods.

    Full shipping details here

  • Exchanges are welcome within 21 days for size swaps or store credit. Some sale pieces may be final sale - please check our full details before purchasing.

    Returns Info