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SuperDinky
WEST BRIDGFORD, Nottingham
In the UK, premature babies in the NICU usually need front-opening, tube-friendly clothing that allows easy access for medical care, skin-to-skin contact, and frequent monitoring.
Clothes must be soft, simple, and practical, without seams or fastenings that interfere with lines, wires, or CPAP.
As featured on Holly Tucker’s ‘Be Your Own Boss’ programme on ITV, SuperDinky was created specifically for this moment.
Founded by a NICU mum and a neonatal nurse, SuperDinky is a UK NICU support brand designing organic cotton vests for premature babies, alongside meaningful gifts that support families through one of the hardest experiences of their lives.
Proudly independent
A few favourite PIECEs
The story behind the business
Meet SuperDinky
Lorna’s experience began when her little one arrived at just 31 weeks, bringing her into the world of premature baby care firsthand.
Beth, a neonatal nurse, has dedicated her career to caring for the tiniest and most vulnerable babies. Our paths crossed through a shared love for supporting NICU families, and we quickly realised we wanted to do more.
SuperDinky started with a simple idea: to create clothing designed especially for NICU babies—tiny, soft, and practical for hospital stays. We knew from experience how hard it is to find clothing that fits, works around medical equipment, and still feels special. So, we designed our own.
But SuperDinky is about more than just clothes. We want every NICU family to feel seen, supported, and never alone on their journey. That’s why we run our ‘Parcels of Hope’ initiative, share NICU family stories, and make sure as many little fighters as possible get the clothing they need.
Everything we do comes from the heart, because we’ve been there. Whether you're here for our specially designed vests, looking for support, or just want to connect—we’re so glad you found us.
founder Credentials
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From SuperDinky
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