BRAND IN FOCUS

Ilouity

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.

Meet The Founders

The two founders Fanny Herngren Rosén and Asli Tunhammar became close friends during their coinciding maternity leaves and together, they realized that finding proper jeans to wear during and after their pregnancies turned out to be an impossible task.

Both being denim lovers, the options available on the maternity wear market simply didn’t hold up. Believing that no women should lower their standards because of motherhood, they set out to create their own.

Inspired by their two daughters Ilse and Milou, Ilouity was founded.

Why We Love Ilouity

Pregnant women often struggle to find stylish, comfortable denim and clothing. After scouring the world for the best maternity wear, we are thrilled to exclusively offer Ilouity, a brand that perfectly combines

We couldn't be happier to feature this amazing brand in our collection.

As seen in @goop @britishvogue @voguespain @voguegermany @voguescandinavia @vogueaustralia

Denim In The Details

Ilouity know that the right wash, fit and feel is all about obsessive attention to detail. Ilouity works closely with expert manufacturers in Turkey, with a heavyweight blend of cotton, rayon and elastane that offers the comfort and support required for mothers-to-be— but with the look and feel of premium denim.

The Nursing Tank

The Ribbed Nursing Tank is a staple top for an easy and elegant forth trimester look. Made with a buttery soft organic-cotton Jersey blend fabric and breastfeeding-friendly features that are otherwise subtle and elegant.

Ilouity

Ribbed Nursing Tank, White

$115.00

Ilouity

Ribbed Nursing Tank, Black

$115.00