We’ve been a new mom's go-to for comfortable, functional maternity & breastfeeding clothes since 2015. We also bring a supportive community, best-in-class customer care, and relatable, educational content - all intended to make things easier for moms.

Our Mission

To make moms’ lives easier by creating functional, comfortable, and flattering apparel that supports expecting, breastfeeding, and postpartum moms.

Our Core Values

We are brave: Bravery isn’t always big and bold. Sometimes, it’s small and quiet, like in the everyday acts of care, love, and resilience our customers display on their motherhood journeys.

We are generous: Generosity is our north star, and we’re always looking for even more ways to give – to each other, our customers, and those in need.

We are accountable: We take responsibility for our actions and their impact. We solve puzzles, learn from our mistakes, and consistently work toward our shared goals.

We are transparent: Strong relationships are built on trust, and clear, honest communication is vital to developing and maintaining that trust with our teammates and customers.