Your day-to-day Breastfeeding Uniform Just Got Cooler

OMM Label

With the aim of empowering new mums on their breastfeeding journey, OMM Label everyday staples are 100% organic cotton, stylish, comfortable and functional with discreet side zips. Adding quirky little words/statements like ‘Milk Bar – open 24/7’, ‘Mamaccino’ and ‘Drink Local’ gives them that extra cool, fun and unique factor!  

Ophi believes breastfeeding is something to celebrate and to be proud of – she hates the idea of any mum feeling ashamed or uncomfortable about breastfeeding – but unfortunately, it’s a reality for some and that NEEDS TO CHANGE!  #feedwithconfidence 

The passion: What inspired you to set up your business? 

Without a doubt, it was my own experience as a new mum that inspired me to start my business. The lack of support I had really affected the ‘new mum me’, but, looking back, it was also the nudge I needed to bring this idea to life. I know first-hand that mums need other mums – we’re the best ones to create the things that we need to support and help each other. So OMM Label is about so much more than just practical clothing: it’s about breastfeeding empowerment, it’s about feeling proud and confident to mother the way we want. It’s clothing with a voice and a mission.

I really felt the struggle of the absolute lack of stylish options for breastfeeding mums. Something as small as being able to easily get dressed every morning in clothes that make you feel good and boost your confidence (as well as making feeding no-fuss!) can really help a great deal in those early days. Don’t underestimate the power of those little things – a compliment about your new t-shirt, a hot cup of coffee – they can make a world of difference to your day.

Finally, the fast fashion industry is one of the largest polluters in the world right now. For many of us, we can’t avoid contributing to fast fashion when buying practical, everyday clothing. I wanted to be able to provide an ethical and sustainable choice for other mums who are conscious of our children’s future.

The launch: How did you start out in the beginning?  

OMM Label has never been about creating something just for the sake of starting a business or making money – it’s more about doing my bit in this world, with passion. It made sense to make sure the brand’s mission was aligned with an actual need and want within the community, before any kind of product development. I reached out to all my ‘mum friends’ to make sure I wasn’t alone in my struggle and that I was actually addressing a problem we all felt.  

Then I started my research: I have always had too many ideas and an unclear path towards production. My challenge was trying to find suitable partners and understand how the fashion industry works with no prior experience and an MBA that had nothing to do with fashion. So I started by studying the FASHION’S FUTURE: THE SUSTAINABLE DEVELOPMENT GOALS course by the Fashion Revolution.

The big thing that has helped me a lot is my previous experience working with small businesses. Before OMM Label, I started a creative agency with my husband back in 2013.  

The innovation: What was the biggest breakthrough for you with your business?  

Say what you want about social media, but there is no denying its power for small brands. The online community I’ve grown around OMM Label has been an absolute highlight of this journey. The mums that I connect with through Instagram are so kind and genuine and their feedback truly means the world. 

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