Founded in Stockholm by two friends and mothers, Fanny and Asli, Ilouity was born from a simple yet essential need: high-quality, stylish, and functional clothing that supports women throughout pregnancy and long into motherhood. Frustrated by the lack of well-fitting maternity jeans, the founders set out to create a brand that honors a woman’s changing body without compromising her personal style.
Ilouity is rooted in the principles of Scandinavian minimalism—clean lines, premium fabrics, and thoughtful functionality. The brand is particularly famous for its “Essentials Only” approach, focusing on building blocks like the perfect pair of maternity jeans, buttery-soft jersey basics, and versatile nursing wear. Every piece is responsibly produced in certified ethical factories in Turkey and Portugal, using organic and recycled materials. With Ilouity, you don’t need an entirely new wardrobe; you just need the right foundations that feel like a “second skin” from the first trimester to postpartum recovery.
1. When should I start wearing Ilouity maternity jeans? Most women find their regular waistbands become uncomfortable around weeks 12–16. That is the perfect time to switch to Ilouity jeans, which feature an adaptive waistband designed to support your growing bump.
2. Do I need to size up for pregnancy? No. We recommend ordering your usual pre-pregnancy size. Our pieces are engineered with premium stretch and intelligent tailoring to grow with you. If you are typically between two sizes, we suggest choosing the larger of the two for maximum comfort.
3. Can I wear these clothes after giving birth? Absolutely. Longevity is at the heart of our design. Our jeans and jersey basics are specifically crafted to fit and flatter during the postpartum period as your body adjusts, and many customers continue to wear them for years.
4. Are the tops suitable for breastfeeding? Yes. Many of our jersey basics and wrap styles are nursing-friendly, featuring stretchy fabrics and accessible cuts that make breastfeeding or pumping easier while maintaining a chic look.
5. Where are Ilouity products manufactured? We prioritize ethical production. Our denim collection is crafted in Turkey, while our jersey basics are made in Portugal. Both locations use certified, small-batch factories that uphold high environmental and social standards.
6. How do I care for my Ilouity denim? To extend the life of your jeans and save energy, we recommend washing them only every 5–10 wears. Wash them inside out in cold water and hang dry. Avoid pulling the pants up by the elastic belly band; always pull from the denim waistline.
7. Do you ship internationally and what is the return policy? Yes, we ship worldwide. For many regions like the US, UK, and EU, customs and taxes are included in the price. We offer a 14-day return window from the date of delivery for items in their original condition.
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