Folks We Love with Mia Seipel of Boob Design

Tell us a little bit about your journey and how you’ve come to arrive here.

My background is in advertising as an Art Director. When I was about to turn 30 I went out for a second longer backpacking trip to Asia, a journey that left some space for thoughts. Back at home I decided to leave time and room for new ideas and this is when Boob nursing wear was born. I didn’t have any kids of my own at the time but when I saw my sister Lotta breastfeed her youngest son I figured there must be a simple solution for clothes that give easy access to the breast without you having to mess with buttons or get more undressed than you would like. Today, 17 years later, what started out as an idea is a company, and we sell our maternity and nursing wear all over the world. During that journey I also gave birth to two fab daughters of my own.


Who’s in your family? Ages? Names?

My man Joel (42), two daughters (Stella, 12, and Molly, 10) and our cat Löken (6) (“Onion” in English, named after an onion that happen to be laying on the table when the kids were brainstorming for names).


How did you choose your kids’ names?

Ha ha luckily there where no veggies laying around. Joel was convinced that our firstborn was a Stella, so there was no discussion. For our second daughter it took a while before we agreed on Molly. I realized later that maybe we put a few too many l’s in their names. When I talk about them at the same time I call them Stolly.



We live in an apartment in the center of Stockholm, Sweden, but spend most weekends and as much time as we possibly can at our country house. A red wooden house from the 17th century located on our family farm where I grew up, where my parents still live and our kids are the fourth generation. We took over the house four years ago and have been renovating it since then.



Founder of and Creative Director at Boob.


What’s on your manifest board?

My manifest board at work is right now stuffed with inspirations for the next fall collection. At the risk of sounding like a nerdy country-hillbilly, it is packed with color inspiration in the form of hay bales, pale blue fall skies and warm red wooden barns.


Tell us some of your most loved ways to spend the day with your clan?

Our country home is where we leave the world behind. We sleep in and start up with a long breakfast by the fireplace.Then we spend the day catching up on the week’s newspapers, taking walks in the pine forest and cooking. We have a lake nearby and in summertime this is where the whole extended family meets up – to swim, go fishing or make canoe safaris to check out the nearby beaver colony.


What are some silly/fun things that the kids do or say?

I had a good laugh when my oldest told me she has decided to become vegan and 5 seconds later ordered halloumi burgers for dinner. Two days later her grandmother gave her ribs for dinner and between the first two bites she screamed out,“What the heck Granny, I’m a vegan!” Eating greener is a goal for all of us but it’s easy to slide into old meat habits.


When you were a teenager what did you dream of? Do things look different?

When I was younger I dreamt of being an inventor. I have also always had a dream to create my own space and my own conditions. I was lucky to be brought up in a home with parents that believed in and encouraged me and my sister’s initiatives and ideas. This foundation and trust gave me the belief that I can dream things and make them happen. I am truly happy over where I am today, even though I’m always looking forward and finding new dreams and ideas to realize.


What are some things you really believe in?

The power of good expectations, focus and hard work. As weird as the world looks today I truly believe that we have the power to make a difference if we are creative, caring and work together.


Where do your passions lie?

My biggest passions are family, friends, food and nature. If possible, I like to combine all four! I guess this base has also formed Boob as a company and our basic values. We are very much a family affair and we make our clothes with care for both people and the planet.


Has your relationship with your other half changed since having kids?

Less time on our own is the biggest change. We are both entrepreneurs with companies and we both love to spend time with our kids, plus they get jealous and angry at us if we make trips on our own. I guess more hours in the day would be a great solution.


What are some of your favorite life lessons you’ve grown to love? (even if learning them at the time was hard)

Oh, I’m still learning! My latest lesson is that I need to practice saying, “I have to think about it,” and not try to come up with replies or solutions immediately. As I love seeing new ideas come to life, this is hard. Especially when the kids are tricking me into 10 projects at the same time.


What do you wish you could’ve told yourself when you were a teenager?

There’s no need to rush: There is life after 25.

What do you find most challenging about being somebody’s parent?

It is a trust that you have to nurture. I think the greatest challenge is that you have to accept from the start that you will fail at some points. As much as you want your kids to be happy and you want to be a good parent, your intentions and what they experience might be two different things. You need to respect their point of view and always be there to listen to them.


What do you want your kids to learn about the world?

Respect for other human beings and nature, and that they have the power to change things.

What are 4 things you can’t live without as a parent?

1. Time together, all five of us (including the cat).

2. A basic pantry with staples like pasta, onions and tomato paste so that a lunch or dinner can easily be whipped together.

3. A common family agenda to keep track of everyone’s activities, although I am still looking for the perfect one.

4. Grandparents, what would we do without you?


Follow Mia