Boob was born in Stockholm in 1999 on a cold and windy autumn day when founder Mia Seipel watched her sister breastfeed her newborn son with the cold wind sweeping around her bare waist. Mia realised that mothers, the superheroes that they are, deserve the right attire. Boob maternity collection has become a favourite among mothers all over the world. GOTS Certified, Boob offers a complete and carefully thought-through wardrobe with a smart double function for pregnancy and nursing.