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While humans have been breast-feeding since the beginning of time, few innovations have made the job easier for women. That changes this year with Willow. Without requiring a special bra, their hands, or any nudity, the Willow works quietly within a woman’s normal bra, collecting milk in an enclosed leak-proof bag, and tracks milk volume via a companion app.

“We knew there had to be a better solution [than what was already available],” said John Chang, Willow’s chief technology officer. “We believe in designing with our ears. We listen, really listen to moms and what they need. I am so proud of the Willow team. We are a mission-driven group of mothers, fathers, and experienced inventors who created a better solution for moms’ needs.”

With only a few parts to put together, including two dishwasher-safe units that allow for fast cleanup, the Willow is about as uncomplicated as it gets. And because it’s a smart device, it senses let-down and automatically transitions to different phases depending on a woman’s milk production and timing.

“Current breast pumps require women to step out of life. Willow lets women live their lives,” said Naomi Kelman, CEO and president of Willow. “We believe in bringing dignity and humanity to the breast pumping experience, because women shouldn’t have to undress or give up who they are — or how they move — to be a mom.”

Willow is set to hit the market this spring with a retail price of $429.

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