NEWCASTLE West native Fiona Fahy couldn’t help but notice the limited options available to new and expectant mothers when it comes to maternity wear. In particular, a lack of suitable breastfeeding attire caught her attention.
Reflecting on her experience of breastfeeding son Shay in 2017, Fiona realised that dedicated breastfeeding clothing was virtually non-existent. This was her lightbulb moment.
Speaking to the Limerick Post, Fiona said: “I realised that breastfeeding clothing wasn’t a thing. Some of them have a breastfeeding or nursing element, but the design is more maternity first.”
“I was sick of wearing stripy maternity dresses that looked lovely when I had a bump and now they were clinging to me. The fourth trimester is a different phase that nobody really talks about.”
Fiona’s necessity-driven inspiration spurred her on to create Feed Me Mother in 2021.
Early days
Fiona knew who she needed to talk to get her business up and going: mums. She surveyed nearly 200 women who echoed her sentiments about the impracticality of maternity wear while breastfeeding. Armed with this feedback, Fiona transformed her vision into a tangible product.
The result, a mum-first t-shirt designed with feeding in mind with a deep side slit feature that allows breastfeeding mothers to feed with ease on the go.
Fiona, steered by the feedback from the helpful mums, chose a lyocell-based fabric (Tencel) for her shirts. The fabric, she says, is produced through an environmentally responsible closed-loop process and is “twice as soft as cotton”.
She believes the fabric choice not only ensures comfort for mothers but reflects her brand’s commitment to sustainability. Additionally, the anti-bacterial properties of the material enhance hygiene during nursing sessions.
Feeding, but make it fashion
While functionality was a top priority for Fiona, the clever Newcastle West woman also focused on incorporating a stylish element into her practical nursing t-shirts.
“I was wearing my husband’s t-shirt after I had my baby because you want something oversized and comfortable,” she explains.
“When you’re breastfeeding, you really need to be able to roll back your shoulders and move easily and quickly because the babies are hungry and want to be fed there and then.
“As well as that, clothes need to be cut to be flattering and to celebrate your postpartum body – all your lovely curves and boobs.”
In 2022, Fiona’s work began to get some welcome attention and validation when she won the She’s Next grant, receiving a €10,000 cash injection to the brand’s marketing efforts and plans for the future.
Thanks to this grant, expectant mothers due at the end of 2023 can also look forward to an autumn/winter collection featuring the same sustainable fabric with added layers and longer sleeves.
Starting a conversation
Fiona imagines two women crossing paths, both wearing Feed Me Mother t-shirts, and instantly understanding and supporting each other during what can often be a lonely experience.
By increasing visibility, Fiona believes breastfeeding can become more normalised in society.
“If I could roll out Feed Me Mother across the country and have Irish women in every town, village, and city breastfeeding in public in one of my t-shirts, that would be it for me.
“There’s awful rhetoric sometimes when it comes to breastfeeding. It can be a divisive topic, unfortunately,” she says, “I do believe that if you can’t see her, you can’t be her.”
Baby steps
Looking ahead, Fiona says her current ambition is to expand her brand and its presence. While currently an online-only venture (FeedMeMother.ie), Fiona dreams of seeing Feed Me Mother stores in prominent locations like the Crescent Shopping Centre, and extending her reach internationally.
She acknowledges Ireland’s low breastfeeding rates as a significant challenge, but is optimistic about positive change and hopes her brand can be part of the fight to create a modern perception of breastfeeding that resonates with the next generation of young mothers.
Local, sustainable, fashionable, and celebrating a core tenet of motherhood. What’s not to love?
