Based in Stockholm, Sweden, Ilouity was founded by two mothers who realised that finding proper jeans to wear during and after their pregnancies turned out to be an impossible task. Ilouity aspires to make pregnant women look and feel their best. While becoming a mother is a huge life-changing event, it shouldn’t mean you have to dress a certain way. Our bodies go through a lot of changes during pregnancy, making it more important than ever for us to feel like ourselves. Focusing on maternity denim, Ilouity offers a range of products for pregnancy and post-partum – with the basics you cannot live without.

  • Refined

    Enjoy only the very best childrenswear and parenting essentials backed by excellence in customer service.

  • Conscious

    A commitment to the highest possible standards in product quality and sustainability make choosing ethical practices effortless.

  • Knowledge

    The most trusted and reliable source of expert, inspirational content to support your parenting journey at every stage. A trusted community of support and expert content to guide you through the parenting journey.