Boob is the premier destination for sustainable and stylish products that celebrate all stages of motherhood. Based in Stockholm, Boob empowers women globally. 

Their Story

Boob was founded in Stockholm by creative entrepreneur Mia Seipel. Born from the idea to protect her nursing sister from the harsh northern wind, it started as a smartly designed collection of breastfeeding essentials that have morphed into a complete wardrobe of functionally chic and sustainably and ethically-made clothing to empower women through every stage of motherhood.


Good for mothers and mother earth

Thoughtfully crafted to make mamas look and feel good, Boob garments are crafted from high-quality materials that are produced with the environment in mind. For us, sustainable thinking starts at the design stage – we create garments with a purpose. Then we make choices throughout the design and production process to minimize our impact on the environment. Most of all, we make clothes that are designed to be worn, washed and loved – over and over again.

Motherhood Essentials

From cozy sweaters that protect your growing bump to hidden-panel tees that allow you to breastfeed in style, Boob’s collection is curated to feature what expectant and new mamas absolutely need like our once-on-never-off leggings that live up to their name! Our award-winning and patented designs seamlessly transition from pregnancy to nursing (and everything between and beyond!)


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Check out our “What phase of motherhood are you in?”  section to find the right garment, right now.

Damn You’re A Good Mother

All our clothes give back to the planet but we also believe in giving back to organizations that empower women. In 2018, Boob launched a recurring concept called the Chari-Tee, with five percent of the proceeds donated to Every Mother Counts, a global non-profit organization that works to make pregnancy and childbirth safe for moms everywhere. Statement-making and provocative, the tee is designed to give moms all over the globe a well-deserved pep talk. This season we collaborated with designer Emelie Törling, who shares our sustainability vision.



The Chari-Tee features a mirror-print design that reads Damn You’re a Good Mother.

Full transparency

For Boob, sustainability isn’t just a buzzword; it’s a company ethos that dictates how we operate, down to our production partners and beyond. Boob is a GOTS-Certified company, upholding international standards from the fibers chosen to the finished product.

The full details of our commitment to sustainability can be found here.


Whether you’re pregnant/nursing or looking for a thoughtful gift for someone who is, we invite you to shop consciously, with the planet in mind.

The code MOTHERMUSEXBOOB is now valid until Dec 7 2019 and it gives 20% off all their full price products.

Find our full collection here.


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