About


The two founders Fanny Herngren Rosén and Asli Tunhammar became close friends during their coinciding maternity leaves and together, they realized that finding proper jeans to wear during and after their pregnancies turned out to be an impossible task. Both being denim lovers, the options available on the maternity wear market simply didn’t hold up. Believing that no women should lower their standards because of motherhood, they set out to create their own. Inspired by their two daughters Ilse and Milou, Ilouity was founded.

What we believe 

We want to make pregnant women look and feel their best. While becoming a mother is a huge life-changing event, it shouldn’t mean you have to dress a certain way. Our bodies go through a lot of changes in during a pregnancy, making it more important than ever for us to feel like ourselves. 

The denim is in the details

The bigger picture 

Of course, women around the world face far greater challenges than finding jeans. We believe that every mother should have the right to childbirth without risking their lives or their children. Therefore, we will be donating a part of our profits to support Médecins Sans Frontières / Doctors Without Borders (MSF) and their work towards safe childbirth in developing countries.