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A small collection with a big heart

This fall, it's been 20 years since I received the first batch of Boob products and began testing them on real live mothers, instead of just on my sister and friends, who were kind enough to be the first guinea pigs. What a journey it has been! Over the years, we have received invaluable input from you, our customers around the world, who have helped us to further develop and sometimes identify ideas for completely new products. You and your needs are our biggest source of inspiration!

This fall, we have made a concerted effort to make a smaller, but even more well thought-out collection. We did this because we want to make it easy for you to find the best and most essential items for your wardrobe. Smart key styles that make life smoother during pregnancy and nursing. That can withstand frequent use and everyday challenges. That make you feel like your best self even if you only have two seconds for your daily outfit. We also did it because it is our conviction that every new garment we bring into the world must be justified.

Many thanks to all of you who have contributed your feedback and thoughts, worked as testers and models, etc.!

Do you have any thoughts or tips on how our clothes could be even better? Or maybe you see a need that you think there are no solutions for? Send us an email at:

I hope you like the collection and find garments that become favorites and heroes in your wardrobe!

Mia Seipel, creative director and founder of Boob

Moodboard in the making

Our Creative Director Mia, and Product and Quality Coordinator Carin, start work on the fall collection.

Anna Hansson, new mom and tester during the production of the new Fast Food Elevate bra.

When it comes to material selection, we have made it easy (and sometimes difficult) on ourselves. They must always be sustainable.

Photography session at Boob HQ with@catjadivjak and @beata.holmgren and a big roll of cardboard.

Behind every perfect shot is a supportive Boob employee.

@pambellafesta, soon to be featured in Moms We Love, model and tester – all in one.

The ultimate mom wardrobe doesn’t need to be big, it just needs to be right.


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