Chapter I
The Zip Us In chapter
Before Alternity came Zip Us In — the beloved brand that helped parents wear their babies close, safely and comfortably. Created by Kate Bell after her own experience of struggling to find a jacket that fit over a baby carrier, Zip Us In solved a problem millions of parents didn't know they had.
The brand grew quickly, winning praise on Dragons' Den, featuring on ITV, and earning Kate the Barclays Entrepreneur of the Year award. Zip Us In became a household name for practical, thoughtful design.
But as time went on, a bigger idea began to form.
Chapter II
Why Alternity?
Kate realised the same problem applied far beyond babywearing. Bodies change throughout life — through pregnancy, postpartum recovery, weight fluctuation, ageing, disability, menopause, illness and recovery. Yet clothing is designed for a single, static body shape.
"I kept hearing the same story from friends, from customers, from strangers — 'I have a wardrobe full of clothes and nothing fits.' It wasn't a personal failing. It was a design failure."
Alternity was born to fix that. The name itself — a play on "eternity" and "alternative" — speaks to clothing that lasts forever, however your body may change.
Chapter III
The Cariagan®
The first Alternity product is the Cariagan® — a safety-certified, adaptive garment designed to carry a baby close to your body while distributing weight evenly and keeping both parent and child comfortable.
Independently certified to PD CEN/TR 16512:2015, the Cariagan® isn't just a coat — it's proof that adaptive clothing can be beautiful, safe, and sustainable all at once.
Every detail has been considered: the fabrics are chosen for longevity and minimal environmental impact. The cuts are designed to flatter a changing body. The construction is built to last years, not seasons.
Chapter IV
The future
Alternity is more than a brand — it's a mission. We're building a world where clothing adapts to people, not the other way around. Where sustainability means buying less because what you own lasts longer and fits better. Where body confidence comes from clothes that work with you, whatever stage of life you're in.
The heritage Zip Us In collection will remain available while stocks last — a thank you to the community that made this possible, and a bridge between where we've been and where we're going.
We plant a tree for every order placed, because sustainability isn't a marketing line — it's a responsibility.