I Started a Business During Nap Time – This is My How & Why
What do you get when you combine sleep-deprived ambition, a frustrated new mum, and a big mission to do things differently? For The Creators (FTC).
We caught up with Lyndsay Mason, the mum behind the brand that’s rewriting the rules on maternity and postpartum dressing. From renting to retail, FTC makes it easier (and more planet-friendly) to look and feel like yourself through every stage of motherhood.
In just five minutes, Lyndsay gave us the lowdown on building a business during nap time, her game-changing plans for UK mums, and why she believes sustainable fashion doesn’t just fit maternity—it finally suits it.
It was 2020, and I was deep in maternity leave as a first-time mum—figuring out feeding, sleep (or lack of it), and how to feel like me again.
One thing became clear pretty quickly: the maternity clothes that worked didn’t feel like me, and the pieces I loved weren’t made for motherhood.
🌿 What is For The Creators?
For The Creators is here to change the way you shop for motherhood. Think of it as the first rental and retail destination designed to support every step of pregnancy and postpartum.
We’ve rewritten the rules on maternity dressing—because why buy a whole new wardrobe for a few months when you can rent what you need, when you need it? Pick up the essentials, borrow the rest, and access the mother of all wardrobes with a 10-day rental or a rotating wardrobe through our monthly membership.
And it’s not just about the clothes. When renting isn’t the right fit, we’ve got a curated selection of mum-approved must-haves—from expert-recommended fertility supplements to doctor-reviewed hospital bag essentials.
Because motherhood is a lot—your wardrobe shouldn’t be.
🔎 Why Did I Start FTC?
It was 2020, and I was deep in maternity leave as a first-time mum—figuring out feeding, sleep (or lack of it), and how to feel like me again.
One thing became clear pretty quickly: the maternity clothes that worked didn’t feel like me, and the pieces I loved weren’t made for motherhood.
I wanted one place to find stylish, maternity- and feeding-friendly clothes from the brands I already knew and loved—not a haul of fast-fashion pieces destined for landfill. When I couldn’t find it, I decided to create it.
For The Creators is the mother of all wardrobes—a space where mums can rent what they need, buy only the essentials, and feel like themselves every step of the way.
Because motherhood changes a lot, but your style shouldn’t have to be one of them.
🌿 Challenges Along the Way
Building For The Creators wasn’t as simple as flicking a switch. In the early days, I was running the business out of our spare room, renting items straight from a rail and loading up the pushchair with orders to take to the post office.
If I wasn’t lugging bags of returns, I was carrying my baby in a sling while hauling clothes to the dry cleaners.
There were online meetings where I’d be pitching with one hand while bouncing a baby bouncer with my toe, and endless moments of “Can I actually do this?”
Logistics were a constant puzzle—figuring out the right rental system, convincing brands that mums deserved more, and proving that a rental-first maternity concept could work.
But every challenge only reinforced why this needed to exist.
“Mums shouldn’t have to choose between feeling good and shopping consciously. They should have both.”
🌍 Our Sustainability Commitments
At For The Creators, sustainability isn’t just a nice-to-have—it’s built into everything we do.
We’re rewriting the rules of maternity fashion to make sure style and sustainability go hand in hand. Here’s how:
🌱 Rent, Don’t Buy – Too many maternity clothes end up gathering dust in wardrobes (or worse, in landfill). Renting makes more sense—for your wallet and the planet. That’s why we offer flexible rental options that make conscious choices easier.
🌳 Five Trees for Every Order – Every time you place an order, we plant five trees through our reforestation program, helping to restore ecosystems and cut down carbon footprints.
♻️ Keeping Clothes in Circulation – From renting to reselling, we’re all about circular fashion. That means fewer clothes going to waste and more being loved for longer.
💡 Buying Better, Not More – Sometimes, renting isn’t the right fit. When that’s the case, our curated edit focuses on high-quality, mum-approved essentials designed to last—because fast fashion isn’t the answer.
Motherhood is full of big changes—your wardrobe shouldn’t have to be one of them.
🌟 What’s Next for For The Creators?
This year, we’re bringing you even more of what you love—amazing new brands, digital launches, and more trusted voices to guide you through motherhood.
Our community shapes everything we do, and I can’t wait to keep building this mum club with you.
We’re just getting started. 💛
🎁 Excited to try For The Creators?
Head over to thelittleloop’s Perks Page for an exclusive trial offer with FTC!
Discover how you can enjoy stylish, sustainable maternity wear that you can rent. Wear. Return. Repeat.
Why buy, when you can rent—without compromising on your values?