170213 - Boob Designcollaboration Emma Elwin
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Boob launches a sustainable and timeless, capsule collection with acclaimed stylist Emma Elwin

Swedish maternity brand Boob launches, in exclusive partnership with stylist Emma Elwin, a collection entitled: Emma Elwin x Boob. This capsule collection consists of four timeless garments made of sustainable materials with smart dual functionality for pregnancy and nursing. The pieces are exceptionally versatile and together form a complete mini-wardrobe for the modern mother.

Boob is launching an exclusive design collaboration with Emma Elwin, stylist and co-founder of the digital fashion magazine, Make it last. The thoughtfully created capsule collection, Emma Elwin x Boob, consists of four timeless pieces: a multi-functional dress/tunic, a wrap top, a T-shirt and a pair of kick flare trousers. The collection is clean and elegant in black and off-white.

Just like the rest of Boob’s collection, all of the pieces have been designed with smart dual functionality for both pregnancy and nursing and are being manufactured with great care for both people and the environment. The garments are being produced in Portugal, from sustainable materials such as organic cotton and lyocell, and certified according to the STANDARD 100 by OEKO-TEX®.

“Just like Boob, Make it last works to inspire choices that are better for the environment and more sustainable for the future. Working with Emma on the Emma Elwin x Boob collection has been an inspirational journey and I’m proud to launch a collaboration that feels so aligned with Boob’s philosophy. Emma bravely embarked on the mission and dared to hold the garments to the same minimalist design as our other collections, but has added an edginess and multi-functionality drawing from her background and experience as both a stylist and mother,” says Mia Seipel, Boob’s founder and creative director.

“When I started working on the collection I was nursing my son Dylan. I wanted to create timeless key pieces that would be the only items one would need during pregnancy and nursing - garments you could wear together and with other wardrobe favorites. I wanted the trousers to be a pregnant stomach-friendlier version of the kind of suit pants that you can wear to work, but which are as comfortable as a pair of pajama pants. The T-shirt works just as well with jeans and sneakers as with the kick flare trousers and a pair of heels. The wrap top was inspired by a aikido jacket and the dress/tunic can be worn in three different ways to produce a lovely silhouette with or without a pregnant belly,” says Emma Elwin, stylist and co-founder of Make it last.

Facts about the Emma Elwin x Boob collection

This limited edition collection will be sold exclusively in Boob’s webshop, www.boobdesign.com, beginning March 1, 2017. The first 50 customers will receive an organic cotton shopping bag with a print specially designed by Emma Elwin at no extra cost.

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Convertible tunic/dress E.E.

This combined dress and tunic has double functionality for pregnancy and nursing and an asymmetrical cut and high slit in one side that can be buttoned with two buttons to be worn as a dress. Can also be worn as a tunic over pants or leggings and tied with a knot on the side or on the stomach for a beautifully draped fit. A smart overlap opening over the bust makes nursing easier and discreet.

Color: Black
Sizes: XS-XL
Material: 95% lyocell / 5% elastane
Made in: Portugal
Price: 899 SEK

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Wraptop E.E.

This wrap top with dual functionality for pregnancy and nursing has a double layer of fabric over the bust and a belt that can be tied in front or back. Extra width over the belly ensures a fit that is equally flattering during and after pregnancy. The efficient nursing function is completely hidden under the wrap section.

Color: Off-white
Sizes: XS-XL
Material: 95% lyocell / 5% elastane
Made in: Portugal
Price: 699 SEK

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Striped Tee E.E.

A T-shirt with double functionality for pregnancy and nursing in a slightly boxy cut with slits at the hem. A wide hem on the sleeves makes it so they can also be worn folded up. The smart wrap opening over the bust makes nursing easier and discreet.

Color: Black / Off-white stripes
Sizes: XS-XL
Material: 95% certified organic cotton / 5% elastane
Made in: Portugal
Price: 599 SEK

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Trousers E.E.

Kick flare trousers with stitched creases. The high cuff around the waist has a double layer of fabric that can be worn folded up or down over the stomach. These trousers have a nice and stylish fit - before, during and after pregnancy.

Color: Black
Sizes: XS-XL
Material: 95% lyocell / 5% elastane
Made in: Portugal
Price: 799 SEK

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Tote bag E.E.

An all-organic shopping tote featuring a specially designed print by Emma Elwin in the form of a checklist to help mothers remember to pack the most important things, even if they have “pregnancy brain”.

Color: Off-white with black print
Sizes: One size
Material: 100% Fair trade certified organic cotton
Made in: India, in an SA8000-certified factory

The first 50 customers who buy a garment from the Emma Elwin x Boob collection will receive a bag at no extra cost.

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About Boob

Boob was founded in Sweden in 2000 by Mia Seipel, based upon the idea of making smart and stylish clothes for nursing mums. Boob’s patented nursing wear soon became beloved by mothers all over the world. Today Boob offers a complete wardrobe of innovative clothes and underwear with smart double functions for pregnancy and nursing. The brand is available from retailers in more than 20 markets throughout the world and from Boob’s own webshop: www.boobdesign.com. The collection is made with great care for both people and planet. In 2016 93% of the total production was made of sustainable materials. The entire collection is certified according to STANDARD 100 by OEKO-TEX® and all production takes place in Europe.

About Emma Elwin

Emma Elwin is a stylist and co-founder of the digital fashion magazine Make it last. She studied fashion and industrial design and has worked as a fashion editor at Elle magazine and Elle.se and as a fashion assistant to Elin Kling. For several years, Emma Elwin also ran one of the biggest personal fashion blogs in Sweden. In 2014, she and Lisa Corneliusson launched their own platform, Make it last – a fashion forum with a focus on sustainable initiatives. In her work as a stylist, lecturer and inspirer, Emma’s main focus is on sustainable fashion projects.

 

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