OUR STORY

Founders of Milk Away: Aurélie and John

Once upon a time, there were two globetrotters and a stork

It all started in Brussels , Belgium, the home of the most prominent fashion designers. Is it just a coincidence that Aurélie and John , the founders of Milk Away, are from there? We don't think so! #belgiandoitbetter

It is in this cosmopolitan city, which the world envies, that they meet and their love story begins, which very quickly turns into a real adventure : that of expatriation.

Brussels, Mumbai, Salzburg... Their respective jobs took them to the four corners of the world, but it was finally in Austria that the creative duo decided to settle down in 2019. And it was there, in the middle of the mountains, that they had a life-changing encounter with a stork, the one that would change their lives forever and that would be the starting point for Milk Away (launched in June 2021) .

John and Aurélie now dedicate themselves entirely to raising their two babies, Doug and Milk Away, from Brussels.

The birth of Doug and the creation of Milk Away

A stork named Doug

In Austria, tradition dictates that each birth is proudly announced by placing a stork, made by relatives, in front of the family nest.

A tradition inspired by the legend of the Kinderbrunnen ("children's well"), according to which there is a lake beneath Strasbourg Cathedral where the souls of children play while awaiting their birth. Their wishes are heard by a kind, white-bearded gnome who sails on the water. His mission? To gently catch a newborn and place it at the edge of the well so that a stork can come and collect it and bring it to its family in a pretty basket.

The image of the stork quickly spread throughout Europe. And it was thanks to the arrival of Doug (who decided to make his parents work on May 1st!) that Milk Away was born.

Aurélie breastfeeding her baby

The desire to be a woman, a mother, and to breastfeed

"As a first-time mom, I chose to breastfeed. And the magic happened immediately! With each feeding, I was overwhelmed by strong emotions. Right away, I wanted to be active, but... I didn't have the right clothes. I wanted to continue my life as a woman almost as before : going to restaurants, taking walks, shopping, traveling... all while breastfeeding. It was obvious to me! My breasts and I were perfectly enough!"

However, breastfeeding in all kinds of situations isn't always easy, often due to poorly designed clothing. So how can you breastfeed without having to undress every time?

"Honestly, I didn't have anything decent to wear. No comfortable, quality, and discreet clothes. I didn't want to shout to the world that I was breastfeeding with some big slogan. I just wanted to feel stylish and cool, while still being able to breastfeed discreetly . If I couldn't find what I needed, it was clear I wasn't alone. Thanks to my husband John's kick in the pants, I launched Milk Away!" Aurélie, Wonder Mum
John and Doug Milk Away
"I'll never forget that image at the restaurant. Doug was five days old. Aurélie was breastfeeding, and he was completely hidden under her sweater. Is he even still breathing? I can't see him anymore! I thought to myself that life could go back to normal if it weren't for all these contortions to hide breastfeeding!"
"When she told me about her collection idea, I was convinced. For me, it was THE right idea. Our target audience seemed won over, and for me, the worried dad, that reassured me. So we went for it (laughs)!" John, Super Dad

Milk Away therefore offers clothing for stylish moms with real 'street cred'.

Proof? My 15-year-old niece now thinks my wardrobe is 'so stylish!'

#wearefamily #inmumwetrust #indadwetrust #wearewomums #wondermums

our concept

our values