About Us

AXL Brand Organic Baby Family About Ryan Lafrenz

In the land of start-ups, AXL Brand is a company that caters to the ultimate start-up: your baby. We make apparel and accessories for newborns and toddlers — and for parents, friends and family searching for understatedly elegant, exceptionally well-made goods. When my wife and I were new parents looking for simple, clean, modern basics ourselves, we came up empty-handed. So AXL Brand was born.

At AXL, we believe less is more and quality is everything. We hand select only the finest, most environmentally sensitive materials (like incredibly soft 100% GOTS-certified organic cottons). We thoughtfully create distinctive fittings and shape each item with care and attention to detail so they offer the utmost in comfort (like giving those little feet extra room in footies and creating tagless necks so there’s nothing to irritate sensitive skin). Committed to supporting our local economy, the entire AXL line is handcrafted with obsession, pride and love here in San Francisco.

Our two children, Anderson and Gemma, were the inspiration for AXL, while my personal passion and professional experience in the environmental field has guided our socially conscious business and manufacturing practices. Now several years into the journeys of both parenthood and business owner, I’m more committed than ever to building a long-lasting, sustainable brand known for providing exceptional, organic infant apparel and accessories.

Ryan / AXL Brand


Fit Guide

While babies come in many shapes and sizes, our apparel only comes in six (see table below). Our items are snug fitting; we suggest ordering a size up if your baby is on the heavier or longer side of normal.


Size NB   6M 9M 12M 18M 24M
Length (inches) Up to 20 20 to 23 23 to 26 26 to 29 29 to 32 32 to 36
Weight (pounds) Up to 13 13 to 16 16 to 20 20 to 23 23 to 26 26 to 32