Aliesha Sherwin’s goal is to make mums look good and feel good while breastfeeding – a tall order, but she’s pulling it off. The director and designer of ETC hope to lessen the stigma around feeding in public with her range of garments designed to make feeding nonchalant.
The maternity range looks just like regular clothing, which helps normalise the feeding process. That being said, there’s nothing bland or generic about ETC’s garments. Sherwin designs all her own fabrics or commissions an artist, so each piece is unique.
ETC carries a staple range that is never discontinued but instead rotates throughout the seasons. It’s also always growing. Sherwin herself swears by the range: “I can’t live without my Staple Jeggings!”
She’s always inspired, and as a result, the range is always growing. “The goal is to keep growing, hopefully into other countries,” she said. “And to make sure we become a brand that everyone knows, trusts, and loves!”
