New Beginnings X Esjay

At Esjay, every collection we design carries a purpose - but our latest range, New

Beginnings, is perhaps the most meaningful to date.

Born from a deeply personal moment and inspired by a cause that resonates with so many

women, New Beginnings is more than just our spring collection. It’s a call to action. A small

but significant way to bridge the gap between communities, and to offer new mothers in

vulnerable circumstances the comfort, dignity, and support they so deserve.

The idea for the range came just a few weeks ago, when I was four weeks postpartum

myself. I came across a social media post shared by Caitlyn de Beer—a woman I’ve

admired since my school days, and someone who continues to lead impactful initiatives

across our community. In the post, Caitlyn highlighted a heartbreaking reality: new mothers

in rural hospitals leaving with nothing more than their newborns tucked under their shirts—no

blanket, no clothing, no wrap to hold them close.

As a mother, the image struck me deeply. I had my own baby securely wrapped against my

chest in one of our Littlee carriers, and in that moment, the contrast was overwhelming. That

emotional jolt quickly turned into purpose.

And so New Beginnings was born.

This collection aims to raise funds for the creation of 250 baby wraps, which we will donate

to new mothers in underserved areas. The wraps will be made through our small sister

business, Littlee, and Caitlyn will personally facilitate the donation and distribution process.

It’s a simple idea - but one we believe will have a meaningful impact.

Our hope is that this range raises awareness around the hardships faced by many new

mothers, and in doing so, offers them a tangible sense of care.

Because sometimes, the smallest gestures go the furthest.

Thank you for being part of this journey with us.

Sarah Jane Lee

Founder, Esjay Sportswear