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Our Purpose

Bshirt & Sustainable Fashion:
Bshirt leads the charge in sustainable fashion. Over our six-year journey, we've focused on making the everyday wardrobe of women more adaptable to breastfeeding and pregnancy needs. Our ethos? Merging timeless design with ecological considerations, proving that style, functionality, and sustainability can harmoniously coexist.

The Stark Reality of Fashion’s Environmental Impact:

  • Fashion's carbon footprint is staggering, responsible for 10% of global emissions. This isn't just a statistic—it's a call to action.
  • Every year, a whopping 350k tonnes of garments are discarded into UK landfills. It's not just waste—it's lost potential for recycling and reuse.
  • Alarmingly, the fashion world stands as the 2nd largest water consumer. It's tied to a concerning 20% of the world's water pollution, affecting our ecosystems and communities.

Our Threefold Eco-Mantra:

  • Reduce: Beyond just clothes, we see a lifestyle. We champion lasting attire, urging our community to choose quality over quantity. Short-lived maternity fashion might be the norm, but we challenge that status quo.
  • Reuse: Our certified PreLoved collection is more than a shopping choice—it's an eco-conscious statement. By embracing pre-loved garments, we not only save money but also champion a circular fashion cycle.
  • Recycle: Bshirt is designed for longevity. And when its first journey ends, our Buy Back scheme ensures it's just the beginning. By returning their Bshirts, our customers enjoy a 10-30% reward, propelling them towards sustainable future purchases.

Our Vision, Our Shared Future:
Today's consumption habits shape tomorrow's world. At Bshirt, our mission goes beyond textiles. We aim to uplift breastfeeding rates in the UK, drastically cut down clothing waste, and weave a brighter, eco-conscious future. By supporting Bshirt, our customers don't just choose a brand—they choose a movement. Together, we're sewing the fabric of a better tomorrow.

“We are proud to be a micro brand tackling the world's big problems.”

Bshirt Co-Founders

Our Green Credentials

Bcorp Certified

B Corps are a new type of corporation which are purpose-driven, that value people and the planet. Certified B Corps, are companies verified by B Lab to meet the highest standards of social and environmental performance, transparency and accountability. 

B Corp Logo

The Bshirt has put environmental sustainability at its core since day one. We became B Corp Certified in 2022. 80 points are needed to qualify and we scored 108.5. We are very proud of this testament to our ethical values and practices.

BAFTS Fair Trade

The Bshirt is proud to be a member of BAFTS Fair Trade Network UK. We adhere to Fair Trade standards and our primary factory is registered with Fair Trade India. It has passed rigorous inspections to ensure the welfare of their workers. We are committed to ensuring that our products adhere to the strictest standards for human welfare.

GOTS Certified Organic Cotton

Choosing GOTS Certified Organic cotton means that harmful chemicals, pesticides and dyes aren’t pumped into the environment and water supplies while making our fabric. Choosing to buy organic clothing is good for you, your baby and the environment.

Plastic Free Packaging

We use recycled paper envelopes to ship your Bshirt and PLANT BASED garment bags, which are 100% home compostable.

Sustainable Fashion

Buy Back

Finished with your Bshirts? We will Buy them Back.

We are committed to reducing clothing waste and we will reward customers for sending us back their Bshirts. Items returned in ‘Good’ condition will get 30% back as store credit and items returned in ‘Poor’ condition will get 10% back as store credit. In this way, we extend the life of our products and reduce the environmental impact of our brand.

* Free Shipping to send your Bshirts back *

* 30% back for Good Condition *

* 10% back for Used Condition *

There is no minimum spend to use the voucher. You can spend it on a treat for yourself (for example Hottea Mama, Washable Sanitary Pads, the new Bralette) or you can give it to a friend to use. The choice is yours.

Pre Loved

We are committed to reducing clothing waste.

We regularly receive returned Bshirt's that are in excellent condition, but are not able to be resold as new. Rather than send these items to landfill - where 300k tonnes of clothing waste goes to in the UK every year - we have carefully selected the best of the items for our Certified Pre Loved collection.

PreLoved stock will vary due to availability.

Terms and Conditions for the Bshirt’s PRE-LOVED COLLECTION:

By placing an order for an item in our Pre-Loved Collection, you agree to accept the following terms and conditions:
1. Items in the Pre-Loved Collection are second hand, but in a resalable condition. Items will show signs of wear and tear, which may include faults within the product itself, staining, discolouration, shrinkage, or other issues arising as the result of the item being second hand.
2. All prices are subject to changes at any time.
3. Stock may vary and exchanges of pre-loved items may not be possible. 

We're a Sustainable Fashion Brand

Our Impact

Social Enterprise

We are a Social Enterprise, with a Profit with Purpose business model. This means that we hold our Social and Environmental Impacts as important as we hold making a profit. We are unique in that we are a company limited by shares, but we have a self-imposed asset lock on our profits, and a social lock on our mission. We feel all businesses should operate in this way - by considering the impact their products have on the environment, on making their customer’s lives better, as well as the bottom line.

Social and Environmental Impact

Our Impact Report will be available at the end of 2022.

Impact Measurement

In our commitment to sustainable practices, we have teamed up with Low Carbon Devon to meticulously evaluate our carbon footprint. The scope of our collaboration involves an exhaustive 'cradle-to-grave' life cycle assessment of our products. Beyond this, the project will shine a light on potential carbon reduction strategies, pinpointing areas of enhancement across short, medium, and long-term timelines.

Social Impact

Bshirt's Social Enterprise thrives on its dedication to bolstering women's confidence in breastfeeding. The feedback from our community has been overwhelmingly positive:

  • 84% of 1,500 customers surveyed felt more confident feeding in front of others while wearing their Bshirt.
  • 79% of women we surveyed found breastfeeding easier while wearing their Bshirt.
  • 68% reported reduced social isolation and improved mental health as a result of being able to breastfeed in public whenever necessary, with minimised stress and embarrassment.
  • 80% of our customers report they want to be part of the Circular Economy
  • 90% report that ethical clothes are too expensive and they are interested in renting as an alternative to buying for economic and environmental reasons.
Our Impact

Environmental Impact

Our commitment to the environment manifests in several ways:

  • Shifting to recycled cotton, we significantly cut down our CO2 emissions and curtail water consumption.
  • Our clothing rental initiative further curbs emissions and water use.
  • By recycling worn-out garments into fibres, we are staunchly against contributing to landfill waste.
  • To ensure transparency and accuracy in our environmental endeavors, we will ally with specialist organizations. These collaborations will facilitate in-depth analyses of our emissions and water usage, comparing the metrics before and after our transition to circular fashion.

Manufacturing Impact 

The 2021 Thredup Resale Report by GlobalData highlighted stark contrasts in the environmental impacts of new versus used garments:

  • Carbon Emissions (lb of CO2e) stands at 21.1 for new garments and drops to 3.7 for used ones.
  • Energy Demand (kW of Energy) is registered at 38.8 for new clothing but a mere 4.8 for used items.
  • Water consumption measures at 78.5 gallons for new apparel, plummeting to just 1.2 gallons for used ones.

This data underscores our commitment to a sustainable future, driving us to champion preloved fashion and curb our ecological footprint.

About Us

Our Story

In the dynamic world of maternity fashion, The Bshirt has emerged as a revolutionary brand, seamlessly merging functionality with style. Established in 2017, The Bshirt's signature design, the Lift the Flap breastfeeding vest, has been a game-changer for over 50,000 women worldwide, making breastfeeding more accessible and comfortable.

In June 2023, the brand took a significant step forward. It was acquired by Subha Ganesh, a seasoned professional with over 16 years in the fashion industry. Her illustrious career has seen her work with top-tier brands like Asos, Reiss, and Ganni, where she helmed global marketing initiatives. Subha's vision for Bshirt is backed by her in-depth understanding of the fashion market and a keen sense of evolving consumer needs.

Supporting Subha's leadership is Swati, who has taken on the role of Buying and Merchandising Director for Bshirt. Swati's experience is both extensive and global. With 15+ years in fashion merchandising, she has lent her expertise to renowned fashion retailers in both India and the UK. Her acumen in product selection and market analysis ensures that Bshirt's offerings remain both trendy and practical.

Together, Subha and Swati aim to propel The Bshirt to greater heights. Their collective vision transcends mere commercial success. With the revelation that fashion accounts for a staggering 10% of global carbon emissions, they're driven to make a positive environmental impact. The duo is committed to promoting sustainable fashion practices, minimising waste, and fostering a culture where businesses prioritise the well-being of their customers over mere consumerism.

Under their stewardship, The Bshirt isn't just a brand – it's a movement towards a more sustainable, functional, and stylish maternity fashion landscape.

Supported By

The Bshirt is proud to be supported by the following organisations.

Innovate UK

Innovate UK 

The Bshirt has Been supported by a number of Innovate UK programmes including:

  • Creative Industries Fund
  • Global Business Innovation Programme’s trade mission to India
  • Sustainable Fashion in India Programme
  • Women in Innovation Award Winner

Devon County Council – Devon Elevation Fund - Community Renewal Fund

This project supported website rebrand and support with growth.

Devon County Council Logo Uk Government Logo

Our Awards

Our multi-award winning products are designed by mums, for mums.

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