Our most loved styles
Premium denim
MEET YOUR NEW FAVOURITE JEANS.
We are proud to be...
Female-led and designed in Melbourne since 2005
Female-Led
Founded and run by women who understand what real motherhood looks like, because we're living it too. We design for the women we are, not just the women we sell to.
Australian Designed
Every piece is designed in-house by our team in Australia, from the very first sketch through to the final fit. It's proudly Australian designed, start to finish.
Dedicated Team
From the first sketch to the moment it reaches you, every piece gets careful attention. Every decision is made by a team that understands what you need at every stage.
Loved Since 2005
Trusted by mums for over 20 years, with a growing community of women who keep coming back season after season, stage after stage.
AS SEEN ON YOU
Black Friday Sale
Everything you need to know
When does the sale start?
Our Black Friday sale starts at 10am (Melbourne, Australia time) on Tuesday 10 November.
Do I need a discount code?
No code needed. Prices are already marked down, so just add your favourites to your cart and check out. Discount codes, including our welcome offer, can't be used during this promotional period.
How long will my order take to arrive?
During peak sale periods, please allow a little extra time for your order to arrive. Our team is working hard to pack and send every order as quickly as possible, and we appreciate your patience. You'll receive a shipping confirmation with tracking as soon as your order is on its way. For standard delivery times, see our Shipping & Delivery page.
Can I return sale items?
Items purchased during our Black Friday sale can be exchanged or returned for store credit within 14 days of delivery. Refunds are not available on sale items. This does not affect your rights under the Australian Consumer Law or other consumer laws that apply in your country. Please see our Returns & Exchanges page and Terms & Conditions for full details.
What size should I buy, and can I wear Soon after pregnancy?
Our maternity styles are designed to fit your pre-pregnancy size and grow with you through each trimester. Many pieces are nursing-friendly and made to be worn well beyond pregnancy. See our Size Guide for detailed measurements, or contact us if you're unsure.