From "BABY&Me," an Aoyama Trading Group company Unisex Long Coat to Support Men's Participation in Childcare Unisex long coat to support men's participation in childcare will be available on "Makuake" from September 18 (Mon.).

～Gender Equality" society by supporting the creation of an environment that facilitates fathers' participation in childcare.

2023.09.21 15:45

株式会社アスコン BABY&Me事業部

BABY&Me, a hip-seat carrier brand developed by Ascon BABY&Me Division (headquartered in Fukuyama City, Hiroshima Prefecture), a group company of Aoyama Trading Co. Unisex Long Coat" with a ducker that can be worn while wearing a baby carrier to encourage men to take childcare leave and participate in childcare, has been released on "Makuake" in advance from September 18 (Mon.), 2023.

Functional long coat

As a brand for childcare, "we want to support men taking childcare leave and participating in childcare.

As background, a survey by the Ministry of Health, Labour, and Welfare (MHLW) has announced that the childcare leave take-up rate for men working in companies will be approximately 17% in FY2022, the highest rate ever. However, there is still a large gap between the target rate of 50% by 2025 and the actual rate.

Percentage of Male Employees Taking Childcare Leave

Under these circumstances, BABY&Me, a childcare brand developed by the Aoyama Trading Group companies, is working to address the issue of declining birthrates and create products that support men taking childcare leave and create an environment where men can easily participate in childcare, in order to create a "gender equal" society where men and women share rights, opportunities, and responsibilities on an equal footing. The unisex long coat was planned from the viewpoint of taking proactive responsibility and contributing to the achievement of the SDGs.

Born from real concerns of mothers and fathers through the development and sale of baby carriers

In 2016, BABY&Me commercialized a new type of baby carrier called a "hip seat carrier," which was not yet available in Japan, and has supported communication between babies and their families through carrying them.

We have received a lot of positive feedback from moms and dads who use our products, but as we have received many stories of family outings and reports of dads' participation in childcare, we have begun to hear about problems other than baby carriers.

Moms' and Dads' Concerns

BABY&Me has been planning and developing "prenatal and postpartum wear" based on the voices of such real moms and dads. In addition to this basic planning and development policy, we have added the policy of taking the initiative and responsibility to contribute to the achievement of the SDGs, as mentioned in the previous section, and have planned and developed a unisex long coat with a ducker that can be worn comfortably by both fathers and mothers, regardless of gender, and can be worn while carrying a baby in a baby carrier. We have planned and developed a unisex long coat with a ducker that can be worn comfortably by both fathers and mothers, regardless of gender, while carrying a baby in a baby carrier.

By designing an oversized silhouette, the coat can be worn by both partners with different body sizes. It can be worn comfortably during pregnancy, when body shape changes are large.

Features of the unisex long coat

(1) Solves real concerns of mothers and fathers through baby carriers!

(2) Highly functional long coat made with MINOTECH, which can be worn easily and looks great regardless of gender.

(3) The attached ducker is removable and can be used as a baby mat depending on the situation.

Papa Coat

Coat variations

Information on the Makeake website

50% super early bird discount: 14,850 yen (tax included)

50% off of the regular retail price of 29,700 yen (tax included)

The first 30 orders of each color (BLACK, GRAYGE, and OLIVE) (size M and L)

40% early-bird discount: 17,820 yen (tax included)

40% off the regular retail price of 29,700 yen (tax included)

The first 50 of each color (BLACK, GRAYGE, OLIVE) (size M, L)

Makake URL

https://www.makuake.com/project/babyandme/

Open to the public from September 18 (Mon.) 12:00 to October 30 (Mon.) 18:00

Color variations

About BABY&Me

BABY&Me Brand

BABY&Me is a Japanese brand of hip seat carriers. We are committed to reducing the burden of carrying a baby, and to making the baby's life more comfortable. We have conducted joint experiments with third-party organizations, and have published empirical data showing that BABY&Me carriers reduce the burden of carrying a baby the most. We at BABY&Me believe that our role in product development is to accompany mothers, fathers, and families through the new life stages that begin with the once-in-a-lifetime birth of a child, and to help them enjoy a wonderful lifestyle with many smiling faces and lots of happiness. We will contribute to society and various environments by creating exciting items.

Ergonomics Functionality Research/Certification

International Hip Dysplasia Institute (IHDI) certification

Ergonomic lifestyle certification

Joint research with Osaka Public University has demonstrated load reduction.

Awards

Zexy Baby No.1 word-of-mouth recommendation for consecutive years.

Winner of the Kids Design Award/KIDS DESIGN AWARD

Winner of the GOOD DESIGN AWARD

Winner of the Parenting Award / PARENTINGA WARD

Winner of the Kozure Minna no Kuchikomi Award 2017 (Baby Carriers category)

Member of the following organizations

Baby Carrier Safety Council