We started with a simple goal: to keep you in your regular clothes longer. Now we’re reinventing maternity wear with styles that just work, whether you’re rocking a bump or not. Pregnancy doesn’t last forever but we do the wearing-testing, fit-obsessing, and thoughtful-designing to make sure your clothes do.

We launched a new category in 2001 with the intro of the Bellaband — an idea born out of the universal moment during pregnancy when you can’t button your pants. Our founder Ingrid, pregnant with her daughter Isabel, was running late to a meeting when it happened. Out of desperation, she grabbed a tube top and pulled it over her unbuttoned jeans. After months of prototyping, the first belly band was born.