There are few things we rely on more than a great-fitting pair of jeans. Jeans make us feel empowered, cool, confident and like our best selves – ALL of which we deserve to feel during pregnancy and postpartum, too.
At HATCH, we set out to make the best collection of maternity denim on the planet. We took it all in-house with our team of female designers, went through numerous rounds of fittings, testings and endless conversations on how to make each style work for pregnant and post pregnant bodies.
We picked the best fabric, wash choices, fits and manufacturing practices and baked it all into the collection. We stayed hyper-focused on improving our sustainability efforts from the ground up. We worked with a factory focused on laser technology to reduce water waste (a huge challenge in denim production) and partnered with a sustainable, eco-focused mill for fabric sourcing. We applied that same degree of mindfulness to our packaging as well: from plant-seed paper hangtags to recycled cotton branding labels.
In doing all of this, one thing became clear when we set out to shoot the collection: we needed to showcase real bodies of all different sizes and weeks of pregnancy. We set out to showcase the beauty of womanhood, our differences, and our shared experience brought about through pregnancy and beyond. The result? A badass denim collection that we are so very proud of.