Launching September 2026
Premium apparel in natural fibers only, with hidden nursing access designed so well no one knows it is there. Launching September 2026.
The Problem
No premium nursing options exist. What does exist is synthetic, mass-market, and built to be obvious. We surveyed 250 nursing mothers and they confirmed the gap.
89
%struggle to find professional nursing apparel.
92
%would pay more for natural fibers.
"Synthetics can disrupt reproductive hormones and lower fertility."
— Damaskini Valvi, M.D., Ph.D.
Mount Sinai Core Center
The Solution
Hone leads with the dress. Cotton, wool, cashmere, silk — nothing synthetic. Made in Italy at a family-owned factory. The nursing access is something she discovers, not the first thing anyone sees.
The dress, as seen.
The access, when she needs it.
"As a mom and Doctor, having style meet function and wellbeing is the trifecta I look for and recommend."
— Dr. Mia Helena, NMD · Mom of two
What's Next
One dress is fully designed. Two more are in prototyping. The first collection launches September 2026, and from there a full wardrobe a mother actually wants to wear — for the wedding, the dinner, the trip. Owned across three channels: buy, rent, and certified secondhand.
The Equity Collective
The Collective is a small group of women with shared ownership in Hone. Not contractors, not one-off collaborators. You hold equity, and you shape the product, the imagery, and the message as the brand grows.
I am building Hone with people who live this and care about getting it right. If that sounds like you, or like someone you know, here is what is open.
What this role does
Takes every Hone photo — campaign, product, and social — and sets the visual standard for how the brand looks on camera.
Who I am looking for
A photographer with a clear point of view and an editorial eye. Someone who can make natural fibers and quiet design feel desirable, and who is comfortable shaping a brand's look from the early days.
What this role does
Defines how Hone is worn and builds the styling language that takes one dress from a board meeting to a dinner. Also helps build stylist relationships as a core part of our go-to-market strategy.
Who I am looking for
A personal stylist who understands premium apparel and real life, with range that never loses the restraint the brand is built on.
What this role does
Owns growth and partnerships, and turns attention into customers.
Who I am looking for
A growth or partnerships operator who has built audiences or driven revenue for a consumer brand, and who can move between strategy and execution.
What this role does
Lends credibility and reach, and becomes a face mothers trust.
Who I am looking for
A well-known mom or someone with a large, highly engaged following in the mom space. Target-rich in mothers, with real standards, who already cares about fibers, design, and how she shows up. Someone whose endorsement means something because she actually wears it.
What you get
Why Now
Mothers who got more particular about quality have nowhere to shop. The options are synthetic and mass-market, or beautiful but built for no one in particular. Meanwhile, the plastic detox movement is accelerating and consumer sentiment is decisively shifting toward natural fibers. Hone is the first to put natural fibers, hidden nursing access, and Italian design in one dress.
$1.2B
U.S. premium market
~3M
Nursing moms annually (U.S.)
84%
of mothers begin breastfeeding (CDC)
Traction
Business model
Buy, rent, and certified secondhand. A Hone dress keeps earning after the first sale.
Founder-Market Fit
I'm Toni Toomey. I'm a second-time founder and a mother. I'm building Hone because I live this problem.
Advisory Board
Hone is advised by eight women who have built, designed, and led at the brands shaping how women shop, dress, and care for themselves.
01
Managing partner of a consumer investment firm. Co-founded Gilt and GLAMSQUAD.
02
20+ years scaling operations inside global luxury fashion houses.
03
Founder of a Swedish luxury lingerie house. Designer and university professor.
04
10+ years leading sustainability at Everlane.
05
27 years in knitwear. Former Design Director at BCBG.
06
RN, IBCLC. 7+ years in clinical lactation support.
07
Former CEO of HeyMama. Led five acquisitions; grew the platform past 75K members.
08
9+ years editing in luxury lifestyle media.
HONE is raising. If you are an investor, or you know someone who should see this, get in touch. I read every note.
