Sep

Boob Design Fall/Winter 2011

Swedish Boob started in 1999 by Mia Seipel and is now available from retailers in 26 markets in Europe and other parts of the world. The basic idea was to design smart and stylish clothes for nursing mothers. All garments in the nursing collection are designed with the innovative and patented nursing function that has become the trademark of Boob. And that was just the beginning. Today, Boob makes clothes for mothers; from top to toe, through pregnancy and nursing; as well as an exquisite baby clothes collection in organic cotton. Since spring 2008, the full collection is also available on sale from Boob’s online shop at www.boobdesign.com

Boob makes clothes for pregnant and nursing women and their little babies. The trade mark stands for a high level of design, function and quality, as well as continuous efforts to produce garments with a minimum impact on the environment. In a very short time, Boob has reached a leading position when it comes to using a high proportion of alternative materials that are more environment-friendly. In just two years, Boob has increased the proportion of greener materials in the total production from 20 to 81 per cent. Boob started in 1999, based on the idea of making life more comfortable, more beautiful, and less complicated for mothers and their newborn babies. By making clothes that are both stylish and functional, Boob has over and over again demonstrated that mothers don’t have to choose between comfort and design. At the same time, care for people and the environment has been at least as important. Boob wants to create better conditions for mothers and babies not just here and now, but also in the future. For Boob, it’s just as natural to reduce the environmental impact caused by the production of our clothes as it is to make garments that are beautiful to look at and comfortable to wear.

Our design process includes a sustainability perspective at all stages, from the first idea on the drawing-table to the finished product. Innovative design is design for a sustainable development, says Mia Seipel, founder and creative director at Boob.

Conventional clothes manufacturing has a large environmental impact and working conditions are often harsh for the people involved in the production. Boob wants to change this by consistent ethical and environmental work. We have chosen to locate most of our clothes manufacturing in Europe to safeguard working conditions and reduce transports. All our garments are certified according to OEKO-Tex 100, which means that they are guaranteed to be free from harmful chemicals and safe to wear next to your skin. A large part of the environmental impact from clothes manufacturing comes from the production of materials. For example, cultivation of ordinary cotton requires large quantities of water and chemicals. Therefore, Boob has gradually changed to materials that are less harmful to the environment. Since 2008, the proportion of materials with less environmental impact has increased from 20 to 81 per cent of the total production. The obvious goal is 100 per cent. Conventional cotton is replaced with organic cotton, and ordinary fleece with fleece made from recycled PET bottles. Viscose, for example, is increasingly replaced with lyocell, a material made from eucalyptus trees. The cultivation of eucalyptus requires 20 per cent less water than cotton. Lyocell is made from the pulp of the trees in a closed system where 99.4 per cent of the chemicals can be reused.

Changing to materials that are less harmful to the environment is one of many steps that we have taken towards a sustainable development. An ambition that is important for us as well as for our customers. We take a bright view of the future, says Mia Seipel.

Fall/Winter 2011 Highlights

The multifunctional, seamless Magic Maternity Tube offers a completely new range of variations according to mood, occasion or needs. The tube can be worn as a long or short dress, skirt, top or belly tube offering extra support, all in one comfortable garment. The length is flexible and easily adjustable. Soft knitted stretch fabric in 92% polyamide 8% elastane. The Magic Maternity Tube comes in a pretty box and will make a great gift.

Formerly the Three-in-One Skirt/Dress the newly renamed “No-Limit-Skirt-Dress” can be worn several different ones and is a wonderful versatile piece. A garment that transforms into another, depending on how you wear it. The skirt/dress can be worn as a dress, a skirt or a short dress/top. Drawstrings in the sides give a flexible and flattering fit. The drawstring can also be worn centered over the bust.

New in the Before and After line is the Before and After dress. This line offers terrific value as you can wear the pieces during pregnancy and after for nursing and beyond!