It started as a reaction to a plushy industry visually labelling parents as something atrocious. Why did everything look like they were designed for infants to roll around in? Surely your diaper bag doesn't HAVE to look like a diaper bag? Untrue, they all did. 

Or you fake out your everyday tote as your "parenting bag." I've seen and done it all. After 2 kids and 2.5 decades in the apparel and creative industry, the mission was finally clear: to save parenting style one bag at a time. Equal function, equal style. Let's make you look ridiculously good out there.