Zutano was founded by Michael and Uli Belenky in 1989 following the birth of their first daughter, Sophia. Michael utilized his skills as a professional photographer while Uli had the skill set of a designer and art director. The two had a mission to fill a gap in the children's fashion market from their New York City brownstone. They set out to create unique and colorful garments with items such as their famous baby booties that fit snugly on the child's feet. Today, their headquarters is located in the local and historic town of New Bedford, Massachusetts.