About
Workwear for one of the most important jobs in the world, raising the next generation
conuco is a family brand rewriting the script on identity after parenthood. We create fashionable and functional wear that makes parents' lives easier, and through our story & workwear-inspired garments, aim to stir conversations around the often invisible financial and societal value of unpaid care.
2001, Santo Domingo -
Gabriela grew up around denim, quite literally! When she was 3, her dad transformed her room into a tiny warehouse for his denim business as he searched for stability and prosperity for his new family.
2021, London -
When Gabriela became a mother at 23, she felt a huge disconnect between how she saw herself as a mother vs how society did. It was more clear than ever how undervalued, underpaid and invisible caring work was.
2022, London -
Tired of living in leggings & pregnancy clothes, of unflattering jeans, of bows, and of feeling invisible and disconnected to her style and identity before becoming a mom - and realising she was not alone in her feelings, the idea for La Mami jeans was born. Her husband (& investor) Nadir gave her that push she needed, to not let this just be an idea.
2022, London -
Gabriela had a clear idea of what she wanted to create but no experience or skills in clothing design. This is where Naimeh, fashion designer, comes onboard. Her experience in functional & adaptive wear, as well as her passion for creating quality, sustainable & beautiful clothing made her the best guide on our quest for the perfect post-pregnancy jeans.
2023, London -
It was crucial that La Mami jeans were what we envisioned them to be. Adjustable. Flattering. Functional. Comfortable. Mandy, garment technologist & experienced maternity-wear designer, comes along to help us address our biggest challenge: creating an adjustable waistband that does not rely on elastic. Miniature paper models involved.
2024, London -
In our efforts to perfect the waistband & design, find a denim fabric that was light enough to work with the design but heavy enough to feel like jeans and withstand daily wear, and testing with mothers to make sure we were getting it right, we went through 6 prototypes in 18 months. Until we finally cracked it.
2024, London -
They're finally here. And we can't wait to hear what you think about them. Schedule a call with Gabriela here.
what does it mean?
Conucos were the gardens of Taínos, the indigenous people of what today is Dominican Republic & other countries in the Antilles.
Much more than a gardens, conucos are based on a system. A complex system revolving around the land and the diversity of its crops. Everyone gives and receives from the conuco, to ensure self-sustaining wealth and health for the community.
We're inspired by the same belief that diversity and collaboration are central to growth.
Like the gardens, we aim to help our community, our conuco, feel valued & equipped, so that they can continue to play their part in helping society flourish.
