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The New Tula: A Baby Carrier Relaunch for Mothers Who Never Stopped Being Themselves

Tula has relaunched with a bold new brand identity and an elevated collection of its award-winning carriers, built on the promise that motherhood is another dimension of who you are, not a replacement for it. Here is what has changed, what has stayed exactly the same, and why your coat is about to get competition.

By Katie Manson  ·  5 min read

Somewhere along the way, baby kit decided mums had stopped caring how things look. The pram got design awards, the changing bag finally learned to pass as a handbag, and the baby carrier, the thing you actually wear, on your body, most days, for a couple of years, mostly stayed in its practical lane. Tula has just broken that truce. The babywearing brand, loved by parents since 2009, has relaunched with a completely reimagined identity and a new collection of carriers that went live on 15 September, and it looks less like a product refresh and more like a fashion brand arriving.

Not a new print run, a whole new Tula

This is the bit worth being clear about: Tula has not simply added a few seasonal patterns. The relaunch is a top-to-bottom rebrand, with a redesigned logo, an all-new website built to make choosing a carrier feel less like homework, and a shift to editorial photography that treats babywearing the way fashion treats everything else it takes seriously. Real mothers, real light, clothes you would actually wear, and a carrier styled as part of the outfit rather than strapped over it as an apology.

The thinking behind it lands close to home. First-time mothers in Europe are older than ever, arriving at motherhood with a wardrobe, a taste, a whole established self. Tula's CMO Heberto Calves puts it like this:

Motherhood becomes another dimension of their identity, not a replacement for it.

Which is roughly what this magazine has been saying since day one. You do not stop being you because someone very small now lives on your chest. The kit you wear every day should keep up.

Where style meets function

The new collection reads like a capsule wardrobe rather than a catalogue. There is a premium Herringbone Twill with proper weight and texture, a lighter Linen Twill for everyday, buttery soft cottons carrying hand-drawn prints, and the fan-favourite breathable mesh back in new designs. The palette is warm neutrals with considered pops of colour, and the prints range from Chantilly Botanica, a lace-inspired neutral, to Shadow Petals, a blurred modern floral, to Black Mirage, an abstract animal print with a sporty edge, through to Santorini Tiles, a mosaic pattern that will match nothing in the changing bag and everything in your wardrobe. These are patterns chosen by trend forecasting and consumer insight, not by whoever decided all baby kit must be grey or covered in elephants.

The same trusted carrier underneath

Here is the part that matters at 5pm with a velcro baby: nothing about the actual carrying has been compromised. The relaunch sits on more than a decade of ergonomic design, the same trusted comfort and support, with Tula meeting and exceeding safety standards as a member of the Baby Carrier Industry Alliance. The new look is a design lens over proven bones, not a rebuild of them. If a sling or carrier is what gets you through the witching hour, and holding them close is half of the 5pm survival plan, this is that same rescue remedy, now considerably better dressed.

Three carriers, renamed so you can actually choose

The range has been simplified into three core carriers, each renamed to make picking the right one intuitive. The award-winning Tula Explore (£199.90) carries from 3.2 to 15.9kg with three carrying positions, padded shoulder straps, an adjustable waistband and a proper storage pocket, making it the do-everything choice from newborn days onwards. The Tula Original (£164.90), formerly Free to Grow, keeps things simple with two positions and a supportive on-the-go fit. And the Tula Kid (£164.90), formerly the Toddler carrier, goes up to a remarkable 27.2kg, for the school-run legs that give up at the exact furthest point from home.

The full collection and the new-look brand are live now at babytula.com, where the redesigned site also gathers Tula's babywearing guides and fit resources in one place.

This article is a paid partnership with Tula. As always, whichever carrier you wear, follow the TICKS babywearing safety guidance: tight, in view at all times, close enough to kiss, keep chin off chest, supported back. Your health visitor or a local sling library can check your fit for free.