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the untold truth about the early days.

Is it normal to feel out of your depth or not knowing what to expect in the early days of parenthood?

the untold truth about the early days.

"you don’t know what you’re doing, you don’t know how to feed, you’ve never done it before"

Whether you're a first time parent or not, the first few weeks of a baby's life can be the toughest on parents. However, this isn't something that parents share openly.

Our research shows that more than half of parents worldwide feel like failures in their first year of parenthood, and the pressure to be perfect isn't helping. As a company started by a father for parents everywhere, we think it’s time that changed. This is early days captures the lows, highs and everything in between.

Our #ThisIsParenthood project is here to start a more honest conversation around parenthood. Challenging the idea of perfect parenting by celebrating the imperfectly perfect, tackling taboos and showing parents that, whatever happens, you're never alone.

A father holding his newborn baby whilst the mother sits on the bed.
A mother holding her newborn baby.

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