Breastfeed with confidence
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Our Values


The Bshirt is a Social Enterprise founded by 2 mums. Profits from the sale of Bshirts are donated to causes that support and aid women to breastfeed. We run campaigns where Bshirts are donated to women who are statistically less likely to breastfeed and who are struggling with feeding in public.

In 2018 we donated:


Our Values

Here at the Bshirt, we believe in empowering women, nurturing babies, normalising breastfeeding and reducing clothing waste. Here's why...


Empowering Women

Here at the Bshirt we have employed the services of women in all that we do - from the ethical manufacture of our garments, to the photography and models for our photos (our amazing models are real mums - not professionals!), and the web and IT. Our office hours are 9-3 so that we can support working parents to also be present for their children. We offer true flexible working which includes working from home and operate on a 4-day week.  This empowers our staff to balance their work and home commitments and lets them know we support their vital roles as parents. You can read about our Story here.

Nurturing Babies

We are passionate about supporting mothers and babies to breastfeed and to gain all the valuable health and well being benefits of doing so. By empowering mothers to breastfeed more confidently we hope that they will breastfeed for longer, which helps develop a strong attachment between mother and baby. You can read more about the benefits of breastfeeding here.

Normalising Breastfeeding

We are passionate about normalising breastfeeding and improving breastfeeding rates. Embarrassment at breastfeeding in public is a major barrier to breastfeeding identified by UNICEF and the NHS. You can find out more about our campaign to improve public breastfeeding through our Breastfeed Here With Confidence Badge Scheme for cafe's and public venues.


    Reducing Clothing Waste

    Clothing waste is the second biggest pollution problem (second only to plastic) and we feel it is our responsibility as a clothing retailer to sell responsibly. That means we will never sell or promote 'wardrobe replacement' items for breastfeeding and all our products will be designed to adapt a woman's existing wardrobe to become breastfeeding friendly. Read more about ways to reduce clothing waste here.