Kasselot Evanesse

The idea:

Maternity wear and babygrows that incorporate a patentedtechnology fabric that draws leaked milk away from the skin and then evaporates it before showing through on to the outer layer of the clothing. How it works:

How it works: this range is not only beautiful in form, but exquisite in function too. A new patented moisture-flow system that gives you the confidence of absorbent disposables. Light to moderate milk moisture protection with 85–95 per cent moisture management requirements filled. Moisture management is less bulky due to evaporation. The conveyance of milk moisture from the inside to the outside of the Evanesse keeps you dry all the time. Promotes milk moisture away from the garment with your natural body heat assisting the flow. The Evanesse has superb style and extra comfort. The Evanesse can be used for your last trimester of pregnancy and breastfeeding. Helps reduce thrush and nipple cracking with no more embarrassing moments. Wash-and-wear convenience. Who is it for:

Pregnant and nursing women. The special technology is patented, allowing the product to be unique. Should another version appear on the market, they have time to build a brand and capitalise the market so prices remain low. A first-time mother who tries the Evanesse range will be more likely to purchase her second and third bra and babygrows from Kasselot through trust and comfort rather than a new type that may emerge. Global expansion will target the bras at LSM 6–10 and bra accessories at LSM 4–5.

Internationally, the competition is available through other leak- proof feeding bras, but the technology used is different from what has been used in this case.