Retailer giggle has launched its own line of organic layette, giggle Better Basics, which is being sold exclusively in giggle stores.

The line, the first in a series of planned giggle proprietary products, is composed of 23 SKUs including blankets, swaddle blankets, fitted sheets, hooded towels, hats, mitts, footies and onesies. The entire collection is made from certified 100% organic cotton grown under Fair Trade practices. The pieces are offered in four colorways — ivory, pink, blue and giggle orange. Retail price points range between $8 and $35 and several items are offered in sets.

“ 'Basic' doesn't have to mean average. That's why we've taken those things you use everyday and improved upon them in every possible way,” said Ali Wing, founder and CEO of giggle. “Our exclusive line of giggle Better Basics is smart, healthy, stylish, a great value — and sold only at giggle.”

Giggle operates two stores in New York and one each in San Francisco, Walnut Creek, Calif., and Greenwich, Conn.