What are the criteria for good breastfeeding clothing?

Who better than Milk Away boss Aurélie Nickmans to talk to us about trendy and sustainable breastfeeding clothes? Interview.

Before creating Milk Away, did you have any knowledge of the textile industry? 

No, absolutely not! Everything is new to me in this adventure. It's a real challenge. Despite coming from a family of entrepreneurs, I never imagined I'd be self-employed. When I met John , I quickly realized we were going to be moving around a lot, traveling, and even living abroad. I was determined to create a job, a project, that could travel with me and make me independent. I'm an active person; I can't imagine doing nothing. I wanted to create a project for myself, so I'd never be left with nothing. Then, Doug, our son, was born, and finally, the idea came to me. My personal observation was that I couldn't find nursing clothes on the market that matched my style, the quality I was looking for, and my values. And that's how Milk Away was born.

What makes Milk Away so successful?

I built this project with my gut. With all my heart. I'm discovering myself as an entrepreneur and a new mom. It's not always easy. I'm learning a lot, I'm working a lot, but I'm truly passionate about the project. I believe in it wholeheartedly. I'm also aware that I can't do everything, I don't have the skills in everything, so I've surrounded myself with a fantastic team, full of talent, and that makes all the difference. 

How do Milk Away nursing clothes differ from the competition? 

In two main ways. When I launched my own brand, it was because I noticed a gap in the market. Nursing clothes exist, from several brands, but I was always disappointed by the cuts and the quality. The clothes were too loose; I didn't feel pretty or flattered, and the fabrics didn't hold up in the wash—the colors faded, the fabrics lost their shape. I felt like I was throwing my money away and overconsuming. Milk Away clothing is designed to be timeless . We have sweatshirts, t-shirts, a few dresses. The patterns and colors may vary depending on the season, but the cuts are designed to always be fashionable, comfortable, and super practical. I wanted stylish basics. The other essential point is Milk Away's environmental impact. Even today, few nursing clothing brands are committed to this approach. I wanted a European production chain, I wanted certified fabrics, I wanted to produce quality clothing that transcends trends and time, clothes that you keep and wear even after breastfeeding is over. I tried to think of every aspect, right down to the plastic-free packaging. A way to waste less, to consume less. This aspect really sets Milk Away apart from the competition. Not to mention the fun names of the designs, which are a humorous nod to motherhood in general.

There are also the almost invisible zippers that make all the difference.

Indeed, since the goal of Milk Away clothing is to have a second life after breastfeeding, the cuts had to be adapted and the zippers invisible. People can't imagine the hours of work and countless tests it took to achieve this result. The zippers are positioned along the seams and are therefore almost invisible. The trick is that to make breastfeeding easy despite the discomfort, without having to contort yourself or undress if you don't want to, the seams were moved forward and the zippers lengthened. I'm really proud of the result. Milk Away clothing can be worn during breastfeeding and even afterward. The investment is definitely worthwhile.

What is the cost of a Milk Away garment? 

The question of price is always a subject of debate, even though, thankfully, attitudes and consumer habits are changing. Yes, my creations are more expensive than fast fashion. There's no secret to it. I made the decision to target informed consumers, aware of current issues and eager to make a difference. The tank top is €45 and the hoodie is €120. This is the fair price for genuine ethical production. It's the price of fair wages for textile workers, the price of certified fabrics, quality finishes, embroidered details, the price of production in Europe, and the consequence of the recent surge in textile prices. Our approach was to create the clothes we wanted. The fair price was calculated afterward. More and more people understand this. We're moving in the right direction. 

What are the essential criteria for good breastfeeding clothing, in your opinion? 

A well-thought-out cut created by enthusiasts, practical, well-placed and invisible zippers, quality fabric that stands the test of time, ethical production that limits its ecological impact and of course, from a Belgian brand (laughs!).

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