Working together with Kicks Count and CoppaFeel!

We have teamed up with two fantastic charities to help raise awareness of the amazing work they do and help them to raise much needed funds.

Kicks Count


We have teamed up with Kicks Count to help them raise awareness of the importance of monitoring fetal movements. With a Kicks Count label in every pair of our leggings, and by giving a free Kicks Count wristband with every leggings purchase, we hope to help remind pregnant mums about the importance of monitoring their baby’s movements every day.

In the UK, 9 babies are stillborn every single day. Despite 2017 seeing the lowest stillbirth rate since records began, 1 in every 225 births ends in stillbirth. Around a third of stillbirths happen after 37 weeks, when the baby is deemed full term.

There is a common misconception that stillbirths only happen in high-risk pregnancies or when there is a known problem. However, stillbirth can affect any mum at any time.

Why are baby’s movements so important?

50% of mothers who had a stillbirth noticed slowing down of their baby's movements beforehand.

While there isn’t one cause of stillbirth, a decrease in fetal movement can be a key warning sign that a baby is in distress.

When the baby is being deprived of oxygen he or she will slow their movements to conserve oxygen. Cord compression, a failing placenta, or a high intake of smoke may all lead to reduced movements and could be potentially fatal.

By raising awareness of baby's movements and encouraging mums to report any change in movement immediately it is estimated that a third of stillbirths could be prevented.



CoppaFeel! was founded in 2009 by Kristin Hallenga and her twin sister Maren. Kris was diagnosed with secondary, incurable breast cancer at the age of 23. She was unaware that breast cancer could affect people in their twenties and knew very little about the disease. It struck her that there was very little information out there for young people, educating them about the disease, how they could be looking after themselves and informing them that breast cancer doesn’t just affect women over 50.

We wanted to partner with COPPAFEEL! because while breast cancer in pregnancy or when breastfeeding is rare, your breasts change significantly during this time. As the breast tissue becomes more dense, it can be more difficult to notice changes in the breasts. Combined with the general lack of time and tiredness that comes with being a new mum, remembering to check your breasts is often the last thing on people’s minds. But it is still important. That’s why all of our sports bras carry a reminder label to ‘Cop a Feel’ and every purchase of a sports bra comes with helpful information to ensure you know how to check your breasts properly.