Meet the Dads behind PI's design & science

Parental Instinct (PI) is the brain child of two sport, style and design-loving Dads: Paddy Muldoon and Chris Baff.

After a combined 37 years spent designing, producing and marketing sportswear, their passion for clothing technology and design came together after a series of humour-fuelled business ideas, a couple of bourbons and many midnight-nappy-disaster inspired ‘snap’ moments: Parenting is hard enough as it is, so why not try to make it easier? 

By taking the innovations trusted in sportswear and applying them to iconic children’s wear essentials, each of PI’s unique products include stain resistant and release nano-technology, as well as colour-coded snaps, and in doing so, Paddy and Chris have created a unique and beautiful range of baby and toddler clothes that really does make parenting as easy as pie – PI.