About Us

Seven belly types. Zero judgment.

We set out to make the daftest bag we could think of. Then people started wearing them to the supermarket, and we had to take it seriously.

The idea isn't complicated. It's a bag. It's shaped like a belly. You wear it on your belly, which is where your belly already is, so there's nothing new to learn.

We expected it to end up in a drawer next to the novelty apron. Instead people kept wearing them — festivals, the shops, the school run. So we stopped building a gag and started building a bag. Adjustable strap, machine washable, proper room inside for a phone, wallet, keys and cash without any of it printing through the front.

Then we named all seven. The muffin top. The hairy dad. The Bumpy Road. Dark Muscle. The Six Pack. The Smooth Operator. The Booty Bag.

That part mattered more than it sounds like it should. A belly you choose, name and buckle on yourself is a belly nobody else gets to make you feel bad about. The joke belongs to whoever's wearing it. That's what we mean by zero judgment — not a slogan, just the design brief.

Two thousand three hundred people have one. They rate it 4.8 out of 5, which is more than a novelty bag has any business scoring. If yours doesn't hold up, send it back inside thirty days and we won't ask why.

Seven of them, £24.93. Pick your belly.