Mia-Seipel-Boob Entrepreneur Mia Seipel, founder and creative director of Boob

Mia Seipel: “We need to make a change for a better future, now”

For our babies, organic and toxic free clothing is a given—but what about the moms? In the world of sustainably produced fashion, someone should care for the mothers too. Mia Seipel, founder of Boob, does.

“At Boob, we make clothes for moms. With every garment we make, we strive to incorporate as many smart functions for pregnancy and nursing as possible. We never add a new product to Boob’s clothing line unless it serves a purpose. Once we have developed a garment that meets these criteria, we produce it responsibly out of sustainable materials, and we make sure that it is certified according to STANDARD 100 by OEKO-TEX®. We don’t hunt for the lowest price or the speediest delivery. Instead, we strive to build long-lasting relationships with producers that share our basic values about human rights and caring for the environment.

From the beginning the decision to run a sustainable business was a personal one. I grew up in the ‘70s on a family farm, something that definitely affected me. Besides a love for nature, this also gave me a concrete understanding of ‘what goes around comes around’, and that we have to take responsibility for our actions.

And with an audience that literally carries the future, it feels natural and even obvious to make our clothes with care for both people and the environment. Just as babies deserve to be clothed in and surrounded by the safest materials possible, we think moms, too, should feel secure knowing that the clothes they wear are produced ethically and without harmful chemicals.

« With an audience that literally carries the future, it feels natural and even obvious to make our clothes with care for both people and the environment »

I think people begin to think more naturally about sustainable alternatives, as well as the future, when they have children; I know I did. You start asking questions like: ‘What do I want my children to eat, drink and put on their bodies?’ or ‘what world will my children grow up in?’ It feels natural, and maybe even obvious, to many parents to choose organic skin care and food for their babies, and to wash clothes and bed linens before putting them on or near them. But is it a given for us as adults to think along the same lines when it comes to making choices for ourselves?

In the past couple of years, we have conducted several surveys to find out more about our customers’ opinions and buying habits when it comes to sustainability, and have been thrilled to see an increasing level of engagement. In 2016, over half of the mothers said it was a decisive purchasing factor that the clothes they bought did not contain any harmful chemicals—compared to 30% two years earlier—and a full 72% said they would prefer to buy clothes made from sustainable materials.

It is inspiring to work with a customer base like this, that is engaged and on the forefront. It challenges us to improve ourselves and become more innovative in order to find sustainable solutions. In 2016, 93% of our total production consisted of sustainable materials such as organic cotton, lyocell and recycled polyester. Our goal is to make that figure 100% by 2020.

However, this is just the beginning. In the future, we will have to take an even more circular approach, and ask ourselves: ‘What do we need to own, and what things can we share with others instead?’ As companies, we will need to design products that are as environmentally optimal as possible on the basis of longevity, and to use, reuse and recycle. The future demands innovation, which makes it more exciting than ever to work as an entrepreneur or to run a company. And though the cliché tells us that the future is in the hands of our children, I am putting my faith in the parents—because we need to make a change for a better future, now.”

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