Established in late 2003, Baboig.com is an Australian maternity website aimed at fashion-conscious mums to be. It’s also a brand you will find in selected retailers across the globe.

The tops were originally created by Tristian Kelly, (former advertising creative) when she was pregnant. Although not intended as a business idea, it soon became one. Faced with the dilemma of not wanting to look fat, along with the need to look cool enough to work in a high profile advertising agency, Tristian made these tops to wear to work. After the first day of wearing one, Trisian knew she was onto a winner. In fact attention towards the tops became so great, Tristian threw in her career as a Copywriter, and formed Baboig with the help of family members. Being of Irish heritage, Baboig was the obvious name for the company, being Irish for baby.

The tops soon became popular amongst many high profile pregnant celebrities, along with being given a wide press coverage. The company was also featured on Bread TV on Channel 10.

Due to growth factors, the company has undergone restructure, and is now partly owned by a third party in Italy. The Baboig concept however remains the same “Just because you are expecting doesn’t mean you have to lose your sense of style”.

Baboig aims to stay ahead of the competition, and places a high importance on branding and quality advertising. Lately we’ve noticed a few copycat brands popping up, however we take this as a compliment and it just means it’s time to find new ways of re-interpreting our designer tees. Saying this, we pride ourselves on our signature logo “the sleeping baby”, something that will remain a staple part of our collection.

Stay posted to our web site as we are constantly evolving. We did a trial run of baby wear and it proved so popular that we are embarking on making babywear a new part of our basic collection.

We hope you find our maternity wear “worth getting pregnant for”!

X the team at Baboig