The Bshirt wins Innovate UK grant to launch their PreLoved and Recycled textiles collections

Two  Totnes mums, Philippa Doyle and Lisa Lessware launched an ethical breastfeeding clothing brand in 2017 called the Bshirt to help new mothers breastfeed  confidently in public while also addressing clothing waste.   

Philippa and Lisa met at baby yoga and they came up with the idea for the Bshirt when they were breastfeeding their sons (they have 4 boys between them!). Like many new mums, they both felt quite nervous about the idea of breastfeeding in front of other people. When  they found out that the  UK has some of the lowest breastfeeding rates in the world they  knew they had to do something about it and the Bshirt launched as an ethical breastfeeding clothing brand dedicated to the social mission of improving breastfeeding rates. With thousands of survey responses and testimonials, the Bshirt’s measurable impact  shows that 84% of customers feel more confident breastfeeding in public and 92% say they are less socially isolated as a result.

The Innovate UK Award
The funding was provided through the Government’s Creative Industries strategy by Innovate UK, part of UK Research and Innovation. Launched in April 2018, UKRI is a non-departmental public body sponsored by the Department for Business, Energy and Industrial Strategy (BEIS).

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