Vision, Mission & Values

Clothing waste is the second biggest pollution problem (second only to plastic) and we feel it is our responsibility as a clothing retailer to sell responsibly. We “Buy Back” our products when our customers no longer need them and then sell them as Preloved. By offering our clothing for rental we can extend the lifetime of our garments and prevent women needing to buy a new maternity and breastfeeding wardrobe for short term use.

Clothing consumption is at an all time high and the fashion industry has a devastating impact on the environment. Being sustainable is no longer enough and a circular approach is needed. We are sourcing recycled fabrics, renting our products multiple times, repairing where possible, upcycling and finally, when they are too worn out to be rented, recycling back into fibres. In this way we are helping to conserve the earth's precious resources.

We are passionate about supporting mothers and babies to breastfeed and to gain all the valuable health and wellbeing benefits of doing so. By empowering mothers to breastfeed more confidently we hope that they will breastfeed for longer, which helps develop a strong attachment between mother and baby.

As a Female Founded organisation, we have employed the services of women in all that we do - from the ethical manufacture of our garments, to the photography and models for our photos (our amazing models are real mums - not professionals!), and the web and IT. Our office hours are 9-3 with flexible working during school holidays so that we can support working parents to also be present for their children.