Feelou
Talking to founders Noor Figdor and Anne Dijkstra
ImpactCity is celebrating its tenth anniversary with an exhibition in the town hall, a poster campaign throughout the city, and of course, a special anniversary edition of ImpactFest.
We have selected ten entrepreneurs who have made a special contribution to the impact ecosystem in The Hague over the past ten years. Feelou is one of these ten companies, so we visited them for an interview with founders Noor and Anne. The article below is based on that interview.
Feelou
What began as a personal frustration at the kitchen table in Rotterdam grew into a leading impact company in The Hague. During and after their pregnancies, Feelou founders Noor Figdor and Anne Dijkstra discovered a problem that many women recognise: changing bra sizes, discomfort and a drawer full of barely worn bras. This problem gave rise to an innovative idea and a mission to make the lingerie world more sustainable.
“The problem was worth solving. Because if you can think of something that makes women’s lives more comfortable, then you have to do it,” says Noor.
From frustration to functional design
During pregnancy, the body undergoes constant change, which means that women go through several bra sizes in a short period of time. Until recently, the market offered few solutions for this. Noor and Anne therefore decided to take action themselves. Their goal is to provide one bra that grows with the body, is comfortable throughout pregnancy, and is suitable for breastfeeding.
After countless prototypes, they developed the Feelou bra, equipped with a patented size adjustment system that can vary up to ten centimetres in circumference. The bra is clip-free, allowing women to slide the cup easily to feed their baby. Thanks to this innovation, one Feelou bra is suitable for multiple stages of pregnancy and the postpartum period, replacing an average of six conventional bras.
“With a Feelou bra, you can go through your entire pregnancy and breastfeeding period without having to buy six different bras. And the most sustainable product is a product you don’t buy,” says Anne.
Knowledge and cooperation as a foundation
What sets Feelou apart is the way it combines science, practice and design. The founders work closely with pregnant women, a lactation consultant and a PhD researcher from the University of Twente, who is conducting research into breast changes during pregnancy and breastfeeding. Feelou therefore not only supplies a product, but also contributes to knowledge development in a field that is still largely unexplored.
Collaboration with the target group plays a major role. From fitting sessions to feedback moments: the product was developed step by step with women themselves. This makes the bra not only comfortable but also reliable in terms of fit and function.
Regional production and circular principles
For Feelou, sustainability is not a marketing label, but the core of its business operations. The bras are produced in a workshop in Portugal, where short lines of communication, fair wages and quality are key. The fabrics are chosen consciously: they are sustainable, with as little elastane as possible and often undyed. By preserving the natural yarn, energy is saved, and harmful chemical processes are avoided.
The company’s circular principle is simple but powerful: Refuse and Reduce. By producing and purchasing fewer bras, the ecological footprint is significantly reduced. One Feelou bra can prevent the purchase of several conventional bras. The company is also working on a bikini version made from deadstock fabric, which is leftover material that would otherwise be thrown away.
Image source: TNO.nl
What is the R-ladder?
The R ladder is a ranking of strategies for dealing with materials and raw materials. The model is utilised within the circular economy to extend the life of materials and reduce waste.
The higher a strategy is on the ladder, the more value is retained, and the less new raw materials, energy and waste are required.
The best known and most comprehensive variant is the 10R ladder. On the left, you will find an overview of the R strategies, with the most circular option at the top and the least circular at the bottom.
Growth while maintaining values
Since its launch in 2022, Feelou has experienced strong growth. Both bra models, the Regular and the Big Cup, sold out within a short period of time. Nevertheless, the company has consciously chosen to pursue controlled growth. The stock is financed entirely from its own turnover, with no investors or loans involved. This approach ensures agility and allows the company to remain true to its values.
The price of a Feelou bra is based on fair wages and high-quality, sustainable materials. Many customers discover Feelou through word of mouth and the engaged community of pregnant women, a community that has played a significant role in building the brand.
Roots in The Hague and an impactful future
Feelou is part of the ImpactCity ecosystem, which supports companies that manage to combine ‘doing good and doing business’. The company participated in the ImpactCity Accelerator programme and won the ‘The Hague Innovators Award’ in 2024.
According to Noor and Anne, the future of Feelou looks like this: “By 2035, Feelou will be the must-have bra in Europe for pregnancy and breastfeeding. We will continue to reduce the number of unnecessary bras, and the product will be fully integrated into maternity care. Comfort and functionality will remain central, and the brand will continue to focus on sustainability and regional production.”
Ten years of ImpactCity,
ten entrepreneurs in the spotlight
Feelou demonstrates that impactful growth is possible without compromising on humanity. The company is a wonderful example of “doing good and doing business” and has therefore been selected as one of ten entrepreneurs to celebrate and showcase ten years of ImpactCity.
Campaign images of Feelou and the nine other entrepreneurs were displayed on digital screens throughout the city from 21 October to 3 November. In addition, there was also an exhibition entitled “10 Years of ImpactCity” in the town hall from 29 October to 27 November.