A number of mothers have voiced strong disapproval of a baby onesie sold by Australian retailer Best and Less, deeming the slogan "emotionally available" to be highly inappropriate for infant clothing. The $12 pink, long-sleeve bodysuit's wording, commonly associated with dating and relationships, sparked a debate among parents after one customer shared a photo of the item online.
The customer, who discovered the onesie in a Best and Less store, questioned the phrase, noting that while "emotionally unstable" might have been humorous, "emotionally available" seemed out of place for a baby.
"Is there something I'm missing or is this just a bit strange?" she asked in a mothers' group. "Emotionally available is a term people use in regard to dating or looking for a relationship. Totally inappropriate and plain weird to put on baby clothing."
Other mothers echoed her sentiment, with many describing the garment as "weird" and "bizarre." One commenter stated, "Oh wow, that is definitely weird and wrong." Another expressed frustration, saying, "It's pretty disturbing that a brand would make and sell clothing for children with logos relating to adult concepts."
Some commenters noted a perceived trend of adult-themed or sexualized messaging on children's clothing. "It's extremely weird. I am so sick and tired of baby and children's clothing being sexualised, it's weird. And if you dare to bring it up, you get called a creep," one user wrote.
The customer who initially raised the issue expressed relief that others shared her view. "I'm glad it's actually as weird as I think and I'm not misinterpreting it!" she said, adding that she considered providing feedback to store staff.
One user claimed to have lodged a formal complaint with Best and Less regarding the onesie. This is not the first time the retailer has faced criticism for its children's clothing. In 2016, Best and Less encountered backlash for items including a girls' shirt with the phrase "love you long time," a boys' jumper stating "ladies man," and a boys' shirt that read "I'm only here for the ladies."
Best and Less has been contacted for comment on the recent controversy. The Daily Mail reported this story on July 29, 2026.