Launching March 2027
Clothing & accessories. Built for motherhood.
For school runs, coffee dates, grocery shops, weekend sports, work calls — and everything in between.
Wild Ivy is elevated athleisure for mums on the go: comfortable enough to live in, stylish enough to be seen in.
- First access before public launch
- Free gift! First 100 Founding Followers will receive a special gift with their purchase
Sound familiar?
Wearing the same outfit on repeat cos it's the only comfy one.
Motherhood is a lot. Getting dressed shouldn't be.
- Feeling like you've lost your sense of style along with your sleep.
- Everything you own is too tight or not comfy.
- Nobody seems to design for how motherhood is actually lived.
So, we made the pieces we couldn't find.
Discover our Capsule Wardrobe
The Harlow Jacket in Black with Houndstooth
Throw on. Head out. Feel good.
The Olivia Leggings in Black with Houndstooth
Stretch cotton for all-day comfort
The Harper Sweater in Tan
Easy sophistication with minimal effort.
The Harper Sweater in Black
A touch of attitude to everyday comfort.
The Gracie Tee in Black
Relaxed tee for everyday mum-ing
The Gracie Tee in White
Bold and effortless relaxed tee
Discover our Accessories
The Georgie Tote
The "it" mum bag
The Taylor Purse
Perfect to hold your phone, keys and slim wallet
Meet the founder
Why I started this.
I was deep in the trenches of early motherhood, and figuring out what to wear each day had become a real struggle.
Finding something comfortable that I actually felt good in felt impossible some mornings.
During the sleepless early hours of maternity leave, while staring at clothes at 2am that didn't fit or feel like me...
The idea for this business came to life! Named after my beautiful daughter, Ivy, it bloomed from that struggle.
I started putting together the conceptual capsule wardrobe I wished existed — pieces that look and feel good, that go together without me having to think, on the days when thinking was the last thing I had energy for.
Now I want to share that with mums everywhere! This label is my contribution to "the village" it takes to be a mum. My way of helping other women start thriving in the beautiful chaos of motherhood.
Love xoxo
Chrissy MulcahyFounder & Mum
Why it's different
Built for Motherhood, not adapted for it.
Most brands design for everyone, then call it "mum-friendly".
We started with a mum's day and designed backwards.
Made for one person, really well
Every piece is designed for one woman: the mum who's up at 6am, on the floor with a toddler, and still wants to look put together.
Nothing you don't need
Deep pockets for the Harlow Jacket and Olivia Leggings. Hems that move with you for the Harper Sweater. Divider and zip on the Georgie Tote. Every detail earns its place.
| Wild Ivy The Label | Typical brands | |
|---|---|---|
| Fit | Designed around real mum life, with room to move, bend and lift. | Cut for a catwalk, then sized up |
| Pockets | Deep enough for your phone, keys and snacks. Maybe also a dummy and a rogue sock. | Decorative or non-existent (criminal, really) |
| Comfort | Soft, stretchy, easy to wear all day | Looks good for the photo |
| Fabric | Made to survive toddler life and endless washes | Often fade or pill after a few cycles |
How it's made
Made to be lived in, season after season.
A soft, lighter-weight French terry cotton that works from autumn layers to summer evenings. Cut with the details mums actually need, like side slits for a comfortable fit and a longer back hem for when you bend and lift.
3 season wear
Autumn layers to summer evenings
French Terry
light-weight cotton
By a mum
Designed by a mum, for mums
Questions
Before you ask.
Still wondering about something? Email us at hello@wildivythelabel.com
When do you launch?
2027. Everyone on the list gets access 24 hours early.
How do I know my size?
We'll send a two-minute fit guide to the list before launch.
Where is it made?
Designed in Australia.
Made in a factory in China
Be first.
Join the list and we'll tell you the moment it's live.