Our First-Ever Collaboration: Meet Ruby from I Love My Hats

This one's a little special for us.

The I Love Being Mum Bundle is our very first collaboration — and it came about in the most natural way. Ruby's partner Simon has been our photographer for four years, so she's very much part of the OiOi family. She's been using the Signature Backpack in Tan with her baby girl Roman (now nine months), and when it came to designing our first-ever collaboration, she was the natural person to do it with.

Designed together by Isabella and Ruby in collaboration with I Love My Hats, the bundle pairs a dedicated "Mum Stuff" Pouch with a matching "I Love Being Mum" denim cap — for wearing your mum era proudly.

We sat down with Ruby to chat about motherhood, staying organised, and what "mum stuff" actually means to her.

A Chat with Ruby

How would you sum up motherhood in one sentence?

"Motherhood is relentless, empowering and the greatest teacher."

You've shared that you've loved "becoming" in this season of life — how has motherhood changed the way you see yourself?

"I have never been more confident, embodied and fearless since becoming a mother. I love that my daughter has transformed me into the most nurturing and loving person I can be, but has also allowed me to fully step into my power; there's nothing I wouldn't do to protect her."

What does "I Love Being Mum" mean to you in this season of life?

"It means being in love with having a constantly bleeding heart."

What's something about motherhood that's felt completely different to what you expected?

"It's funny, I don't think anything has been completely different to what I expected. You are told that the newborn stage is hard. Yep, it is. You are told that the love you have for your baby is more than you can possibly describe. Yep, it is. What has shocked me is the INTENSITY of the experiences. The rawness and expansion can only be understood when you go through it yourself. It is the wildest ride and there is no other rollercoaster I'd rather be on."

When you're out and about with Roman, what helps you feel prepared but still like yourself — not just "mum"?

"A pretty nursing bra — I love the Juem range. My Signature Nappy Backpack in Tan which looks cute with all my clothes and has one million pockets and compartments. A car boot that only has the essentials."

What "mum stuff" do you always keep in your baby bag?

"I simply must always have lip balm. My phone. Hand sanitiser. A sweet treat."

The Story Behind the Mum Stuff Pouch

If you've ever watched one of our product demos, you've probably heard Isabella say: "and this pocket is where you put your mum stuff." She's been saying it for years. And for just as long, she's been thinking — why don't we just make a dedicated pouch for that?

When Ruby and Simon launched the "I Love Being Mum" cap through their brand I Love My Hats, the idea came together. A pouch that gives your essentials their own space inside the bag, paired with a cap that matches. Simple, practical, and a little bit fun.

The Mum Stuff Pouch is denim, measures 21cm x 30cm, and wipes clean with a damp cloth. It fits inside any of our nappy backpacks, or works on its own as a clutch for quick trips when you don't need the full bag.

About the Bundle

The I Love Being Mum Bundle includes the Mum Stuff Pouch and the matching I Love Being Mum denim cap from I Love My Hats. 

Created as a special collaboration ahead of Mother's Day, it's a thoughtful way to celebrate the mum in your life — or a little treat for yourself.

Shop the I Love Being Mum Bundle

Working with Ruby and Simon

It was such a joy working with Ruby and Simon, the co-founders and power couple behind I Love My Hats. Simon has been our photographer for the past four years, and Ruby truly epitomises style and living loudly — making them the perfect collaborators.

Having their baby girl Roman with us on design and shoot days made it all the more special. This is our first-ever collaboration, and one we're really proud of.

FAQs

What fits in the Mum Stuff Pouch?

The pouch measures 21cm x 30cm, so it comfortably fits your phone, keys, lip balm, sunglasses, hand sanitiser, a small wallet, and a snack. It's designed for your everyday essentials — the things you want to grab quickly without digging through baby gear.

Will the I Love Being Mum cap fit me?

The cap has an adjustable strap at the back, so it fits a range of head sizes. It's a relaxed, slightly curved brim style in a washed denim — designed to be easy to throw on for pram walks, school drop-offs, or any day you'd rather skip the hair wash.

Can I buy the pouch or cap separately?

Yes. The Mum Stuff Pouch and the I Love Being Mum cap are both available individually. 

Will the pouch fit inside my nappy bag?

Yes. It's slim enough to tuck inside any of our nappy backpacks — the Signature (20L), Mini Signature (13L), and Multitasker (30L). It also fits inside the Carry All and Triple Tote. Most parents pop it in the back pocket or the top section of the main compartment.

Can I use the pouch on its own?

Absolutely. It works as a standalone clutch for quick errands, a cafe run, or any time you're heading out without the full nappy bag.

How do I clean it?

The pouch wipes clean with a damp cloth. We'd recommend spot cleaning rather than machine washing to keep the embroidery looking sharp.

Is this a limited edition?

This is a special collaboration released ahead of Mother's Day. We'd recommend grabbing it while it's available.

If You're Shopping for Mother's Day

If she already has a nappy bag she loves, the pouch tucks right inside. If she's still figuring out her setup, we have a mothers day gift guide to help with the perfect gift. 

Happy Mother's Day from our family to yours.