About Fluf

Soft beginnings, thoughtfully chosen.

Babywear, newborn essentials and gifting for life’s earliest moments.

A simpler way to choose for little ones

Fluf is a baby clothing and newborn essentials brand created to make choosing for little ones simpler.

Our collections bring together everyday babywear, coordinated outfits, newborn essentials and gifting options for parents, families and anyone shopping for a new arrival.

Rather than offering endless choices, we focus on a considered selection of pieces for everyday wear, little outings, early days and thoughtful gifting.

Growing with our customers

Find something for a little beginning

Fluf is starting with focused collections while learning directly from the parents and families who shop with us.

As the brand grows, we aim to introduce more original products shaped by real customer needs, practical use and thoughtful design.

Explore the current Fluf collection and discover babywear and newborn essentials for everyday moments and new arrivals.

Shop Babywear

Explore Newborn Essentials

Soft beginnings, thoughtfully chosen.

What You’ll Find at Fluf

Everyday Babywear

Bodysuits and rompers for everyday little moments.

Little Occasionwear

Coordinated frock sets for outings, family moments and celebrations.

Newborn Essentials

Practical pieces for the earliest days.

Gifting

Selected products and sets for welcoming a new arrival.

Who We Are

Fluf is owned and operated by Aslase. Fluf is a baby clothing and newborn essentials brand, based in Lahore, Pakistan, through which Aslase designs, sources and sells babywear, newborn essentials and gift sets directly to customers via fluf.pk. The business, contact and registration details associated with this website belong to Aslase. Orders placed on our website are processed and packed at our Lahore facility, then handed to our delivery partners for dispatch to customers across Pakistan.

How Ordering Works

From browsing to delivery, here’s what happens when you shop with Fluf.

1. Browse & Select

Explore our collections, choose a product, and select the size or variant you need.

2. Add to Cart

Add items to your cart and review your order, including the delivery charge, before checkout.

3. Checkout

Enter your delivery address and contact details, then choose how you’d like to pay.

4. Payment

Pay Cash on Delivery, or securely online by debit/credit card through our payment gateway. Card details are entered directly on the gateway’s own secure payment page and are never seen or stored by Fluf.

5. Order Confirmation

Once your order is placed (and payment confirmed, for online payments), you’ll receive confirmation of your order details.

6. Delivery

We pack your order and hand it to our courier partner for delivery — 1-3 working days in Lahore, 3-5 working days elsewhere in Pakistan.