10011543Growth Strategy for The Bshirt Maternity Brand (making ethical 'slow fashion' affordable)ClosedResponsive Strategy and PlanningInnovate UKThe Bshirt is an ethical breastfeeding brand established in 2017 to help new mothers breastfeed more confidently in public while also addressing the issue of clothing waste. In order to further tackle the issue of clothing waste generated by fashion, and to make sustainable fashion more affordable, they plan to launch launch their PreLoved collection, selling returned items at 50% off. They also plan to launch 2 new maternity products in recycled fabrics to go alongside their award-winning Breastfeeding Collection. Their business model is innovative for actively discouraging mass consumerism by only selling affordable, ethical & essential products.