Founded in 2008 and maternity lingerie market leader, Cake Maternity is proud to announce the company’s rebrand with a stronger focus on their social and environmental responsibility. Founder Tracey Montford and business partner Keith Hyams felt the need to create change within the business as it was no longer reflecting their own personal views. Passionate about health and fitness, mindfulness, sustainability and leading an eco-conscious lifestyle, they were determined to see these changes flow through all aspects of the business, from manufacturing through to their customers’ door.
“More than ever, we’re aware and conscious of our environmental impact. It’s incredibly important, especially within the fashion industry, that we are responsible for our actions from waste output to making sure we create long-wearing and sustainable garments,” said Hyams.
Focused on the mindful mamas who are looking for durable, eco-friendly and recycled products, Cake’s purpose is to empower women as they navigate the world of motherhood, giving them the information and tools necessary to sustainably support their journey. “This new identity has helped us to fully realise our purpose within the lingerie space by acknowledging what we stand for, which is to nurture nature, make breastfeeding easier and to support mamas,” says Tracey. “Our branding represents exactly that whilst feeling feminine, calming and reflects our high-quality products and attention to detail.”
In addition to their focus on sustainability, there are a few other important changes to note. The first being their plastic-free shipping to customer, eliminating all single-use plastics, and the fact that they now run on 90 solar panels powered by the Australian sun. The last change worth noting is their new zero image editing policy, as Cake strives to represent, empower and celebrate all mothers and all motherhood journeys.
