So I started Hone: premium natural-fiber apparel for mothers, with discreet nursing access built in and Italian craftsmanship behind it.
I'm Toni Toomey, a serial entrepreneur, operator, and mother with 9+ years inside venture-backed startups.
I launched Hone to help 3.3M U.S. nursing mothers work, travel, and socialize without compromising their dignity.
89%
struggle to find professional nursing apparel.
92%
would pay more for natural fibers.
$1.2B
estimated U.S. premium nursingwear opportunity.
Mothers are breastfeeding and pumping through work, travel, events, and real life. The category still treats them like a short-term utility customer.
“
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
The Dress
Hone starts with a refined postpartum dress cut from premium natural fibers, with nursing access hidden inside the construction and Italian manufacturing reinforcing the quality of the materials.
Designed for breastfeeding, pumping, work, travel, dinners, and the everyday moments when mothers still want to feel like themselves.
Why Now
Mothers are asking sharper questions about what touches their bodies, and the response from nursingwear has not caught up: too synthetic, too obvious, too temporary.
Hone has moved from insight to product, with the first natural-fiber dress developed in Italy, a pre-launch audience forming, and additional styles already in prototyping.
The right investors, advisors, and connectors can still shape the foundation before the September 2026 launch, when product, capital, credibility, and distribution all begin compounding together.
4,700+ moms in the pre-launch audience
1M+ combined follower reach in gifting pipeline
Accepted into Rebecca Minkoff's Female Founder Collective Fashion Cohort
First product developed and made in Italy
Selected for New York Fashion Week, September 2027 — debuting on the runway in the official NYFW Bureau Emerging Brands show
Additional styles in prototyping
Get Involved
Whether you bring capital, expertise, or reach, the most valuable help is happening before launch. Help Hone reach the 3.3M nursing mothers in the U.S. with apparel that respects their bodies, their ambition, and their identity.
For mom angels and early-stage consumer investors: capital supports inventory, launch marketing, and DTC growth while the category is still open.
For apparel, retail, lactation, sustainability, brand, and growth experts: help refine the product, supply chain, and go-to-market decisions before launch.
For creators, editors, stylists, community builders, and warm connectors: introduce Hone to mothers, communities, events, and partners that can accelerate launch.