Mia is the founder of Boob Design where she works as CEO and Creative Director. She lives in Stockholm together with her two teenage daughters, husband and a cat.
Boob is a Swedish company that was founded 20 years ago on the idea of making smart and sustainable clothes that makes everyday a little easier and more beautiful for women during pregnancy and nursing.
What is Boob all about?
We’re all about empowering women during pregnancy and nursing by bringing them smart and sustainable clothes that make them feel brave and beautiful.
What prompted you to start Boob?
The idea of Boob was born on a cold and windy autumn day in 1999, when I watched my sister breastfeed her newborn son with the north wind sweeping around her bare waist. I thought there has to be an easier way. And so Boob’s original nursing wear was born. Today we offer a complete wardrobe designed with multifunctionality in mind for pregnancy and nursing.
Can you share some wardrobe tips for anyone who is pregnant at the minute?
Go for high quality and styles that are versatile. And, if you plan to breastfeed or pump, invest in tops and dresses that are designed with easy access for nursing. You don’t need a big new wardrobe for maternity, just the right one.
How have the past few months been for you given covid?
When it all started in March it was very hard to predict the outcome for our business and company. But so far, we have been fortunate to see that Boob is very much in line with what our customers are looking for and want to invest in. As a company, we are scattered between Boob HQ and several home offices but thanks to a great team and routine online meetings, we have managed to help each other keep the spirit and energy up. On a personal level, the toughest part has been seeing friends struggling with Covid and not being able to hug ageing parents.
Can you tell us about sustainability at Boob?
Sustainability has been in our core since the start and is something that goes into everything we do. 2008 we decided to exchange all materials for sustainable options and 2019 we reached 100% sustainable materials. Offering clothes that are free from harmful chemicals and safe to wear closest to your skin and baby is another thing that is important to us. That is why we always work with materials that have trustworthy certifications like OEKO-Tec 100 and GOTS. Our production is made by carefully selected suppliers that share our concern for human rights and the environment.
What have been some of your biggest achievements and biggest failures with Boob so far?
Just that we are still in the market as frontrunners in our category after 20 years is worth celebrating. As for failures I tend to have a problem seeing them like that once they are history. It is from the toughest part of the road I have learnt most. But I have to admit we could have done without that baby collection we struggled with for a couple of seasons. =)
What does your typical day look like?
As I live 2 min from work and since I can walk to the office, I still work from Boob HQ. Usually I’m at work around 8.30. At 9 the Boob team meet via Teams for a morning “fika” (coffee) and share latest news and sales figures. After that my days can be varied and often with big variation during the day with strategic work, collection planning, communication and marketing. I strive not to make overtime a habit and as a family we stick to our habit of all eating dinner together. On Fridays we leave town for our country house 1 hour from Stockholm.
What have you been reading / watching / listening to lately?
News, news, news…due to Covid and the US election. I’ve been mixing it up with the French TV-series “Call my agent” as I have a guilty pleasure for everything that has got to do with Paris and France. Also, I always listen to loads of music as the perfect soundtrack truly can change your day. I’m fortunate to have a brother-in-law who is a wiz at making playlists exactly to my taste and these tend to be a hit at Boob HQ as well as home. Happy to share one here.
Anything else you would like to share?
A warm virtual hug and some positive energy to all reading this. Times are strange and we all need to help each other with keeping hope and good energy up. And I see so many good signs of this every day with people caring for each other in big and small gestures.
See Boob's collections here.