What are the criteria for a good nursing garment?

Who better than the boss of Milk Away, Aurélie Nickmans, to tell us about trendy and durable nursing clothes. Interview.

Before the creation of Milk Away, did you have any knowledge of l'textile industry? 

No, absolutely not! Everything about this adventure is new to me. It's a real challenge. Although I come from a family of entrepreneurs, I never imagined m'starting my own business. When I met John, I quickly realized that we'd be moving around a lot, traveling and s'expatriating too. I wanted to create a job, a project, that could travel with me and make me independent. I'm an active person, so I can't m'imagine doing nothing. I wanted to set up a project for myself, so that I'd never be left with nothing. Then came the birth of Doug, our son, and finally l'idea m'came to me. My personal observation was that I couldn't find breastfeeding clothes on the market that matched my style, the quality I was looking for and my values. And Milk Away was born.

What makes Milk Away so successful?

This project I've put together lwith my guts. All my heart. I'm discovering myself as an entrepreneur and young mother. It's not easy every day. I'm learning a lot, I'm working a lot, but I'm really passionate about this project. I believe in it wholeheartedly. I'm also aware that I don't know how to do everything, I don't have the skills for everything, so I've surrounded myself with a great team, full of talent, and that makes all the difference. 

What makes Milk Away nursing clothes different from the competition? 

There are two main reasons for this. When I launched my own brand, it was because I saw a gap in the market. Breastfeeding clothes existed, from several brands, but each time I was disappointed by the cuts and quality. The clothes were too loose, I didn't feel pretty, I didn't look my best and the fabrics didn't wash well, the colors faded, the fabrics distorted. I felt like I was throwing my money away and over-consuming. Milk Away clothes are designed to be timeless.sThe patterns and colors may vary with the seasons, but the cuts are designed to be fashionable, comfortable and super-practical. I wanted stylish basics. Lhe other essential point is l Milk Away 's environmental impact. Even today, few brands of breastfeeding garments sare committed to this approach. I wanted a European production chain, I wanted certified fabrics, I wanted to produce quality garments that would stand the test of time and fashion, garments that l'we keep and that l'we wear even once l'breastfeeding is over. I tried to think of every aspect, right down to the plastic-free packaging. A way to throw away less, to consume less. This aspect really sets Milk Away apart from the competition. Not to mention the cool names of the creations, which are a humorous nod to motherhood in general.

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

Indeed, since l's goal is for Milk Away garments to have a second life after l'breastfeeding, the cuts had to be adapted and the zippers invisible. People don't s't imagine the hours of work and countless tests it took to achieve this result. The pull tabs are positioned on the seams, making them virtually invisible. Lhe trick is that to make l'breastfeeding easy despite everything, without having to contort or strip if l'you don't feel like it l'the seams have been brought forward and the zippers lengthened. I'm really proud of the result. The Milk Away garments can be worn during l'breastfeeding and even afterwards. LIt's well worth the investment.

What is the cost of a garment Milk Away ? 

The question of price is still a matter of debate, although fortunately attitudes and consumer habits are changing. Yes, my creations are more expensive than fast-fashion. But there are no secrets. I've taken the gamble to m'address enlightened consumers who are aware of current issues and want to change things. The tank top is €45 and the hoodie €120. It's the right price for a true production ethic. It's the price of remunerating textile workers, it's the price of certified fabrics, quality finishing and embroidered details, it's the price of production in Europe and of the consequences of the soaring textile prices of recent months. Our approach was to create the garments l'we wanted. The right price was then calculated. More and more people understand this. We're moving in the right direction. 

What do you think are the essential criteria for a good nursing garment? 

A well thought cut created by passionate people, practical, well placed and invisible zippers, a quality fabric that resists to time, an ethical production that limits its ecological impact and of course, from a Belgian brand (laughs!). 

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