When you hold the Feelou® bra, you notice it straight away. The fabric feels different from what you're used to. Softer. Smoother. Cooler against your skin.
That's because of TENCEL™ Modal — the fabric the Feelou® bra is made from, 95%. But what exactly is it? How is it made? And why did we choose this fabric over organic cotton — a term you see everywhere these days?
Here's the honest answer.
What is TENCEL™ Modal and how is it made?
TENCEL™ Modal is a natural fibre made from beechwood. Not from petroleum, not from synthetic raw materials — but from wood, sourced from sustainably managed forests in Europe.
The production process works like this: beechwood is converted into a cellulose pulp. That pulp is then turned into fibres through a closed-loop process. What makes the closed-loop process special: the solvent used to create the fibres is recovered and reused within the same system at a rate of over 95%. Virtually no wastewater or chemical waste is produced.
The result is a fibre that is naturally soft, strong and breathable — without requiring chemical treatments to get there.
TENCEL™ is a brand name owned by Lenzing AG, an Austrian company that has specialised in sustainable fibre technology for over 80 years. The name TENCEL™ is a quality mark — not all Modal is the same. Only fibres that meet Lenzing's strict production and sustainability requirements are allowed to carry the TENCEL™ name.
Feelou holds an official TENCEL™ product licence from Lenzing — meaning our fabric claim has been independently verified.
Why TENCEL™ Modal and not organic cotton?
Organic cotton is a logical choice when you think about sustainable clothing. It's natural, it's familiar, and it sounds good. But when you look at the facts, the story is more nuanced.
Water use Cotton is one of the most water-intensive crops in the world. Organic cotton uses fewer pesticides than conventional cotton — but water consumption remains high. On average, one kilogram of organic cotton requires around 10,000 litres of water.
TENCEL™ Modal requires significantly less water in the production process — partly thanks to the closed-loop system in which water and solvents are reused.
Feel on the skin Organic cotton is soft — but TENCEL™ Modal is softer. The fibres are finer and smoother in structure, which means the fabric creates less friction against the skin. That matters when your breasts are sensitive during pregnancy or breastfeeding.
Moisture management TENCEL™ Modal absorbs moisture and releases it quickly — better than cotton. The fabric therefore feels drier against the skin, even when you're warm or perspiring. Helpful when your body is already working hard during pregnancy.
Antibacterial TENCEL™ Modal has natural antibacterial properties — without chemical additives. Cotton doesn't. For a bra you wear all day, and sometimes at night, that makes a real difference for skin comfort and freshness.
Durability of the fibre TENCEL™ Modal fibres are stronger than cotton — which means the fabric retains its shape and softness after repeated washing. A bra you wear for months needs to hold up.
The decision to use TENCEL™ Modal wasn't a marketing choice. It was the logical conclusion after comparing materials on comfort, sustainability and impact.
Why TENCEL™ Modal is better for you
As a pregnant woman or new mother, your skin is more sensitive than usual. Your breasts are tender, sensitive and constantly changing. The bra you wear sits against your skin all day — and sometimes all night.
That places different demands on a fabric than a regular bra.
Softer than what you're used to TENCEL™ Modal feels softer than cotton, nylon or polyester. The fibres are finer in structure, so the fabric moves smoothly with your body without chafing or pulling.
Cooler and drier The fabric actively regulates temperature and moisture. You feel less heat building up — helpful when your body is already producing more warmth during pregnancy.
No irritation TENCEL™ Modal is hypoallergenic and skin-friendly. The fibres are naturally smooth and fine, meaning the fabric doesn't cause irritation on sensitive skin.
Fresh all day The natural antibacterial properties of the fibre keep the bra feeling fresh — even after a long day or a night of feeding.
Moves with you TENCEL™ Modal has a natural elasticity that makes the fabric supple and flexible. Combined with the Feelou bra's patented closure system, this creates a fit that adapts to your body — not the other way around.
Our sustainability story — with proof
At Feelou®, we believe sustainability starts with the product itself. Not with a campaign or a label — but with the choices you make in the design.
That conviction starts with the fabric. TENCEL™ Modal isn't a material we chose because it sounds good. It's a deliberate choice, backed by independent certification.
Our TENCEL™ licence Feelou® holds an official product licence from Lenzing AG for the use of TENCEL™ Modal. That means we meet the strict requirements Lenzing sets for the use of their brand name and fibre — and that our fabric claim has been independently verified. Not every brand that claims "modal" holds this licence.
Closed-loop production The fibres are produced through a closed-loop process in which solvents and water are reused. This minimises wastewater and chemical emissions.
Sustainable forestry The beechwood used to make TENCEL™ Modal is sourced from FSC-certified forests in Europe. FSC certification guarantees that the wood comes from responsibly managed forests.
Produced in Europe The Feelou® bra is produced in a family-run atelier in Portugal, the fabric comes from Portugal too. Shorter supply chains, better working conditions and more quality control.
Buy less, throw away less The most sustainable bra is the one you don't have to throw away. The Feelou® bra is designed to grow with you from the first trimester to the last feed — meaning you need three in total instead of eight or more. Less production, less waste, less impact.
But sustainability also starts with the fabric itself. TENCEL™ Modal fibres are stronger than cotton, which means the fabric retains its shape and softness after months of wear and regular washing. The bra still looks new after a year — no pilling, no worn-out elastic, no faded colour. A bra that lasts is a bra you don't have to replace.
