Saturday, August 01, 2009

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MOLLYANNA MATERNITY: Bold! Sassy! Supima!

By Greg Wang

ATLANTA—The company slogan?

“Bold. Sassy. Preggo.”

Until Supima licensee MollyAnna started making maternity T-shirts, baby tees, onesies, and diaper bags, the maternity market was much in need of a little levity.

And a lot of fashion.

So Molly Britt, inspired by her own pregnancy with her daughter Anna, started dreaming up slogans that read “BIRTH CONTROL IS FOR SISSIES” and “SEX SYMBOL” and “I CAN GROW PEOPLE,” and putting them on sturdy T-shirts that could modishly accommodate a swelling belly—giving birth to Mollyanna Maternity in 2004.

That same attitude has also made her a favorite in the press: Her story—and her T-shirts—have appeared in Life & Style, People Extra, US, and USA Today (yes, that’s Angelina Jolie in the accompanying picture).

Plus just about every parenting and pregnancy publication around.

The celebrity fan base?

Heidi Klum, Gwyneth Paltrow, Angie Harmon, Brooke Shields, Holly Robinson Peete, Tina Fey, Britney Spears, Jennifer Garner, Alison Sweeney, Mariska Hargitay, Rachel Weisz, and Michelle Williams.

Among many, many others.

What’s she been up to lately?

Organic Supima tees!

Here’s how she touts them on the website:

The world’s finest and deliciously soft Supima cotton, with a slightly longer and sexier cut. And they’re 100 percent organic! You’ll be looking your sexy best for all nine months while doing your part to protect the environment for that next generation you’re creating. See? You’re already a multi-tasking Super Mom!

And yes, now Mollyanna even makes menswear.

She’s got a range of “Daddy tees” with slogans like “IT’S ALL ABOUT DAD-ITUDE.”