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The idea of Boob was born on a cold, windy day in the autumn of 1999. Mia Seipel, founder of Boob, was having coffee with her sister in a park in Stockholm. Watching her sister nurse her newborn baby son, her waist was bare to the icy, northern wind, she had an idea. Deciding that it should be every mother's right to be able to nurse in comfort and in style, she developed Boob Nursing- a Swedish patented innovation with an exceptionally beautiful fit.