Giving birth to a new identity can be as demanding as giving birth to a baby, yet society and the healthcare systems mainly focus on how the baby develops. Our vision is to bring the mum into the spotlight, empowering her to practice self-care, to feel confident and stay healthy especially in the first months after giving birth.
Studies say that women who are informed and educated about the postpartum time and its effects before giving birth have 50 % less risk to develop postpartum depression.
That’s where our mission comes full circle.
Performance apparel enables professional athletes to be their best. Mums, like all olympic athletes, deserve to have the right gear.
That’s why we set out to create the world’s first sustainable, natural, body-caring maternity line that encourages the body to relax & recover while supporting [future] mums mental wellbeing.
Made of bamboo & wood pulp from eucalyptus, spruce, pine, birch, and beech grown in natural forests and sustainably managed plantations, the fabrics in our Healing Wear collection maintain the natural, body-caring properties of each plant: anti-bacterial, anti-irritation, cooling & antiperspirant, moisture management, UV protection and more. It’s all certified.
Mother Nature has extraordinary healing powers – we borrow them for every product we make whether it’s textiles or cosmetics.
In our skincare range, we reduce the number of ingredients to the minimum needed for excellent results and we keep them fragrance-free – because babies are attracted by their mum’s unadorned body smell and that’s how they recognize and bond with her.
Every product invites mothers to practice self-care - even the tiniest moments of mindfulness and care can make a big difference in the midst of the beautiful yet challenging beginnings of life with a baby.
All our skincare & aromatherapy products are entirely made with natural organic ingredients in Vienna and even though originally developed with pregnancy and postpartum needs in mind they can be used by anyone.
There is no perfect or best way to motherhood, just your way! Trust yourself! Follow your intuition! Take time to do what makes you happy! Your body has superpowers, honor it! - these are just a few of the things mothers need to be constantly reminded of.
We decided to create our products starting from these important messages and print them either directly inside the products from our Healing Wear collection, visible only to the wearer to read any time for a boost of motivation or a moment of mindfulness, or directly on the packaging as is the case with our Wellbeing collection.
Every textile item will be made especially for its wearer at FUER: a social atelier where women with social difficulties are given the opportunity to apply their skills in a respectable job and find a way to integrate into the local community.
That’s us! Delia Wieser - innovation consultant and mum of 4 year old Matei and Katharina Griesbacher – art directrice and mum of 3 year old Theo and baby Noah.
We can't do the 3 am feeds for you but we can dress you with smart materials [that are usually only available to elite athletes] and equip you with natural products that support your healing process and improve your mental wellbeing.
No one did that for us when we became mothers. We were taken by surprise about the sheer quantity of things mums need to thrive and the transformation our minds and bodies were going through. Traditional postpartum care has been lost with time and eroded by globalisation. We set off to fix this. Our playdates with the little boys soon became working sessions for the two of us. And here we are.
Delia's experience as a trend researcher as well as her innovation consultancy work with tens of companies from all over the world was essential in developing the core project idea and continues to push our product development and business strategy.
Katharina is the chief of aesthetics. Her experience in brand building for startups and her focus on sustainable design is extremely valuable for designing our clothing prototypes as well as for developing our brand and visual identity.