Our story The idea of Boob was born on a cold and windy autumn day in 1999, when our founder Mia Seipel watched her sister breastfeed her newborn son with the north wind sweeping around her bare waist. There and then, Mia realised that mothers, like all superheroes, deserve the right attire. The solution was Boob’s patented nursing collection, which has become a favorite among mothers all over the world. And that was just the beginning. Today, we offer a complete and carefully thought-through wardrobe with a smart double function for pregnancy and nursing. OUR PHILOSOPHY When you buy a garment from Boob, you buy a product that has been produced with care. Some of this you can see and feel when you wear our clothes. What may be less obvious, is the care we show for production, the people, and the environment. To us, caring is a given - we make clothes for the future. Read more about our Sustainability work here > Since 2022, Boob has been part of Bare Collective, a group of companies whose vision is that sustainable consumption should be the norm, not the exception.