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

We know that the right wash, fit and feel is all about obsessive attention to detail. Working closely with expert manufacturers in Turkey, we’ve arrived at a heavyweight blend of cotton, rayon and elastane that offers the comfort and support required for mothers-to-be— but with the look and feel of premium denim.

Looking ahead

As we continue to expand our selection of maternity wear, we've also started to work on other gaps in the pregnancy and post-partum journey. Starting with leggings and nursing tanks, we're only at the beginning of our quest to upgrade the maternity look.