Mia Seipel is the founder, CEO and creative director of Boob Design, a Swedish fashion brand that has made sustainable clothing for pregnant and breastfeeding women for the past two decades. Seipel was very pleased to see the increasing interest in the fashion world in a sustainable fashion. Customers and retailers increasingly choose fashion brands that are produced in a sustainable manner because in addition to materials that do not damage the environment, the clothing is designed to last longer.


“From the moment Boob was founded, it has always been clear that sustainability will be a factor in everything we do,” Seipel said. “Our target is women who truly carry and feed the future. We have to take care of our planet for everyone’s sake. For many of us in this industry, it is very difficult to return to unsustainable clothing, once you understand the magnitude of the environmental challenges we face, and our responsibilities must all be part of the solution. ”


Seipel’s advice to others who want to change the world is simple: “Stay true to your core ideas and values. And try to make decisions that allow you to sleep well at night. ”

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The initial idea of ​​Boob Design

The idea for Boob began almost 20 years ago on a cold and windy day when the founder of the company, Mia Seipel, watched her sister breastfeed her newborn son, showing all her waist into the cold air. Then she got an idea for clothes that are practical but stylish and at the same time care for the environment.


Since then, Boob has grown to create beautiful clothes for all stages of motherhood. Clothing comes in basic and luxurious styles with modest cheerful or neutral colors, and every part is full of contemporary and timeless styles.

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Boob Design and care for the environment

One of the things that are interesting and the focus of this brand are always trying to create clothing in a sustainable and ethical manner, something that is hard to find among other maternity clothing brands. They are proud to produce their clothing in factories that are carefully supervised and highly controlled in Portugal, Turkey, Italy and Greece which all adhere to high standards of social responsibility. That means they offer fair workplaces and good working conditions for their employees.


And in terms of environmental responsibility, Boob undeniably opens the way. Since 2008, they have increased the use of sustainable materials from 20% to 97%, a figure they ultimately expect to reach 100%. At present, they produce their clothes using organic cotton. The cotton is planted without the use of pesticides or fertilizers which can be dangerous for the environment. They also use recycled cotton, lyocells (made from fast-growing eucalyptus and other wood from sustainably managed forests), recycled polyester (made from recycled plastic bottles) and recycled polyamides (made from industrial and post-waste consumers recycled).


Last but not least, Boob is committed to ensuring that none of their clothing contains dangerous chemicals that are illegal or harmful to human health. They prefer to certify all their products according to an independent association called STANDARD 100 by OEKO-TEX®. The level of care and dedication that the team at Boob Design has given in creating their clothing in the safest way is exemplary for other fashion brand owners.


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