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  • Video
    Video

    Our story

    Five minutes of straps.
    A screaming baby.

    Hugaya wasn't born from a marketing idea. It was born from a baby carrier dropped on the floor one evening, because nobody could get it adjusted.

  • Where it started

    The carrier nobody can put on.

    Straps to untangle, buckles to clip behind your back, a manual to dig out again. Five to ten minutes every time, for something that should take three seconds. And almost always the same story at home: only one of the two parents knows how to adjust it.

    The other quietly gives up. The carrier ends up at the back of the wardrobe, and baby ends up in your arms. It's not a motivation problem, it's a design problem.

    Dad in the kitchen wrestling with the straps and buckles of a classic baby carrier, his swaddled baby on the worktop beside him Image
    Close-up of the built-in pocket of the grey carrier t-shirt: the newborn sits high on the chest, face clear and turned to the side Image

    The turning point

    What if it were simply a garment?

    That question settled everything. Nobody forgets how to put on a t-shirt. So we kept what makes a good carrier, the support and the position, and removed everything that needs learning.

    No straps to adjust, no buckles to clip behind your back

    No manual: pull it on, settle baby, done

    The same garment for both parents, no re-adjusting between them

    A technical knit that keeps its shape, wash after wash

    Three seconds. Two free hands.

    That's all we were after.