10022501Circular Fashion PivotClosedCollaborative R&DInnovate UKI am a passionate businesswoman and mum of two, who believes in a better future for fashion. With a background in digital marketing (and plenty of breastfeeding experience) I am the co-founder of the award-winning, sustainable breastfeeding clothing brand The Bshirt. Our brand sells breastfeeding and baby clothes that are high quality garments in classic colours, which can be worn from season to season and never go out of style. They are made using Global Organic Textile Standard (GOTS) certified organic cotton and packaged in compostable garment bags to minimise their impact on the environment. The social impact of the brand empowers women to breastfeed confidently in public, while also reducing clothing waste. Being as ethical and sustainable as possible has been core to our business values from day one. We now want to expand this further to adopt a fully circular business model. Our innovation is a new clothing rental service for bump, baby, breastfeeding, and beyond! We want to offer rental of clothing made from recycled materials, so women can access truly sustainable, well fitting clothes at the relevant time in their journey to motherhood - from pregnancy to breastfeeding and beyond. When you are pregnant, your body goes through radical changes and some women find they go up several dress sizes. Buying new clothes to accommodate this is unsustainable. Equally, breastfeeding burns an additional 500 calories per day which can help women to lose any extra baby weight, resulting in a reduction in dress size again. As exciting as weight loss can be, it is less exciting wearing ill fitting clothes. We don't want to carry on selling new clothes to pregnant and breastfeeding women - we want to rent them the right clothes they need for their size, shape and stage. Our maternity and postpartum clothes will be made from innovative recycled fabrics and will be recycled back into fibres at the end of their life, embracing circular fashion principles. The time is now to move our brand forward as the UKs first Circular maternity and breastfeeding rental brand of clothing made with recycled fabrics.