Brand
Bra that grows with you during pregnancy
Founded in 2021 by three entrepreneurial women in Rotterdam, Feelou designs, manufactures and sells an adjustable maternity bra: a bra that grows with them and is comfortable for 9 months. The founders were driven by their personal frustration with the surplus of bras after pregnancy.Their mission is to make the world a more beautiful place by making women’s lives more comfortable.
This COSH! Brand Index was calculated thanks to a paid contribution of one of the shops below.
Production locations
Working Conditions & living wages
By manufacturing within the EU, the brand meets stricter EU standards on quality and ethics. The production workshop has more than 10 years of experience in lingerie and is run entirely by women.
Materials
The Feelou® nursing bra:
TENCEL™Modal. A natural material whose fibres are extracted from beech wood. This fabric is known for its breathability and moisture absorption. Modal also remains incredibly soft on your skin, even after frequent washing.
Packaging
Packages are unbleached and unpainted cardboard and makes sure there is no plastic involved! The packages fit in a mailbox.
Water usage & chemicals
Modal’s manufacturing process a lower environmental impact compared to traditional fabrics, thanks to the more sustainable management of beechwood resources and the efficient use of energy and water.
Circular product design
The bra is 95% mono-material and therefore possible to recycle.
Feelou® is making great strides in the circular economy with their unique, sustainable maternity bra that grows with you, reducing unnecessary purchases. With online sales and partnerships, such as with SuperBra for better sizing and Oxious for bra repair, Feelou is optimising their offering and reducing their environmental impact.
Circular business models
They are also working on a take back service for products or parts, which ensures longer product life and reinforces their commitment to sustainable customer relationships.
Distance & complexity of the supply chain
The brand’s production chain extends from design in the Netherlands to production in Portugal, with sales focused on the Belgian and Dutch markets. The material TENCEL™ Modal used is mainly produced by Austrian company Lenzing AG. Lenzing uses beech wood sourced from sustainably managed forests in Central and Eastern Europe as a raw material for the production of TENCEL™ Modal fibres.
Transportation
Products are transported via trucks, which contributes to a relatively lower carbon footprint thanks to the shorter distances between design, production and points of sale. In fact, Feelou® ensures that the fabrics are brought directly from the textile producer to the factory where the bras are made. These producers are both located in Portugal, limiting distances. This geographical spread ensures a compact and efficient production chain within Europe.
Currently, they only ship within the Netherlands, Belgium and Germany via a logistics partner.
The brand does not use any animal materials in their products, which basically makes them vegan. We have no information on any animal materials in chemicals used, as this is almost impossible to verify.
Product design
Feelou offers you the right support during your pregnancy, maternity and beyond. No matter how your body changes: the maternity bra adapts to you.
The maternity bra has a special closure system that creates the right fit at different periods of pregnancy. In addition, it is a wrap-over model, so you can easily move a cup aside to breastfeed or pump. The cups stretch considerably, so it can even accommodate a cordless breast pump.
You can wear the Feelou® maternity bra with or without pads. You easily change the pads via the opening on the inside of the cups. Each bra comes with pads as standard.
The Feelou® maternity bra is designed to provide permanent support for changing breasts: this way, instead of 8 – 10, you only need 2 – 3 bras. So they avoid the unnecessary waste of short-wearing (maternity) bras.
Slow fashion processes
The brand has 1 maternity bra in 3 colours (coral, black and white) and maternity underwear in 2 colours (coral and black). And does not participate in sales periods.
Transparency on product
The material composition and production country can be found on each product page. Furthermore, the brand also provides washing tips on the product page.
Transparency on process
Feelou puts good effort into transparency by sharing additional information about their production and materials with COSH! The openness on their website also makes it easy for customers to see where and with what materials the products are made. COSH! therefore encourages Feelou to take this further; the more transparent, the better!
The Feelou maternity bra is the only one in the world that grows with you throughout pregnancy. So they avoid the unnecessary waste of short-worn (maternity) bras. The flexible bra is sustainably produced and, thanks to Modal, a natural fabric, also extra soft! COSH is already a fan!
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