Tula Launches a New Era of Parenting with Reimagined Brand and Elevated Collection of Baby Carriers—Where Style Meets Function

Introducing a fresh face for Tula and a new generation of elevated baby carriers and essentials designed for modern parents who dress with intention without compromising comfort, quality or function

NEW YORK, Sept. 15, 2026 (GLOBE NEWSWIRE) -- Leading babywearing brand Tula today announces the relaunch of its award-winning carrier lines: Original, Explore, and Kid, alongside the debut of its bold new brand identity. Together, the new line of prints and the rebrand are designed to empower today’s mothers to express themselves and their personal style without sacrificing the comfort and support they rely on while caring for baby.

The goal of the rebrand isn’t a new look for its own sake, rather, it aims to make the experience of shopping for and wearing a carrier feel as considered as the rest of what mothers already own and wear.

“The average age of first-time mothers in the U.S. continues to rise, and women are coming into motherhood with more life experience and more established styles, tastes and preferences,” said Heberto Calves, CMO of Tula. “Motherhood becomes another dimension of their identity, not a replacement for it. They want products that offer the very best for their babies while still feeling like an expression of themselves – and that’s exactly what we’re here to deliver.”

Tula's new collection builds on the ergonomic design and trusted comfort parents have relied on for more than a decade, reimagined through a distinctly elevated design lens. Featuring high-quality fabrics and a curated palette of timeless colors, rich textures and modern patterns, each piece is informed by trend forecasting, consumer insight and an obsessive attention to detail. The result is a collection that brings the sensibility of editorial fashion into the everyday—giving parents a new way to express their personal style without compromising comfort or function.

Desirable, Soft and Comfy Fabrics
Herringbone Twill is woven with multiple yarns for a textured look, premium weight, and luxury feel, alongside the new, more lightweight Linen Twill fabric. Buttery soft Cotton allows for delicate details and a unique hand-drawn look. Tula’s Mesh - a fan favorite for its flexible texture, ease of movement and airy support - also returns in new prints.

Design-Forward Colors and Prints
From hand-drawn details to pops of color grounded in warmer neutrals, the variety of colors and prints in this collection are made with an effortless feel that is both timeless and easy to style. From trending lace details to blurred florals and classic twill, the new collection covers a unique fashion-forward range that speaks to the designs today’s moms crave:

• Ash, Sand, and Spruce (Herringbone Linen): Seasonless, gender neutral and sophisticated that pair effortlessly with your existing wardrobe.
• Cocoa (Linen): Rich and grounding, with a premium neutral tone that feels both classic and on trend.
• Skyline (Linen): Clean, airy neutral inspired by open skies and endlessly wearable.
• Snow Cat (Linen): A watercolor animal print made for subtle expression.
• Covey (Cotton): Inspired by organic movement and natural patterns for a subtle artistry to an easy everyday print.
• Chantilly Botanica (Cotton): Lace inspired neutral print that is understated and elevates any look.
• Black Mirage (Cotton): Sophisticated and abstract take on animal print, with a sporty edge that is easy to mix with any outfit.
• Shadow Petals (Cotton): Blurred, modern floral, on trend approach to floral.
• Sahara Stripe (Cotton): A soft zebra print in a trending color palette.
• Urbanista (Mesh): A solid black, timeless staple.
• Willow Grove Check (Mesh): A classic checkered print in a fresh, modern color.
• Seaside Speckle (Mesh): A coastal-inspired neutral print that is casual, refined, and ready for everyday wear.
• Twilight Meadow (Mesh): Hand-painted expressive floral design for a delicate mix of feminine and understated.
• Santorini Tiles (Mesh): Trending mosaic pattern inspired by geometric tilework.
  
  

The new prints are available across Tula’s three core carriers, each built on the same ergonomic foundation with updated names that make it more intuitive for parents to select what’s right for them:

• Tula Explore Carrier: The award-winning carrier (7- 45lbs) designed for use from newborn through toddlerhood. It offers three carrying positions with padded shoulder straps, an adjustable waistband, large storage pocket for phone and ergonomic support for baby’s healthy hip and spine development.
• Tula Original Carrier (formerly Tula Free to Grow Carrier): The classic Tula carrier, designed to grow from newborn to toddler (7- 45lbs) is known for a supportive fit to carry a child from infancy through toddlerhood with two carrying positions for added on-the-go flexibility.
• Tula Kid Carrier (formerly Tula Toddler Carrier): Designed for growing children and unique in the category, the most fashionable kid carrier that supports up to 60 lbs.
  
  

A Brand Evolution Built Around Self-Expression
Tula's refreshed brand identity reflects the way today's mothers approach style, parenting and everyday life. Inspired by the visual language of modern fashion, the rebrand introduces a redesigned logo, an all-new website that makes it easier for parents to explore products and educational resources, and updated photography that captures babywearing through a more editorial, elevated lens while celebrating authentic everyday moments.

“There is sometimes an expectation that motherhood brings with it a particular identity or a need to fit into a specific box, but we often hear that in reality, motherhood only makes you more you, bringing your full identity into focus,” said Calves. “With Tula, our goal is to create carriers that support and complement authentic self-expression that feels natural and as effortless as babywearing itself.”

By pairing fashion-informed design with the trusted ergonomics families have relied on for more than a decade, Tula continues to create carriers parents feel good wearing, across every stage of their child’s growth.

Tula Explore Carrier, Original Carrier, and Kid Carrier are available for $219, $179 and $179 respectively. To learn more about Tula’s brand evolution and explore the new collection, visit www.babytula.com.

About Tula
An award-winning industry leader since 2009, Tula creates thoughtfully designed, ergonomic baby carriers that support the bond between caregiver and child from birth through 4 years old and beyond. Tula Baby Carriers feature thoughtfully curated colors, fabrics, and prints that blend fashion-inspired design with everyday functionality. Tula is proud to meet and exceed safety standards and norms, and is a business member of the Baby Carrier Industry Alliance (BCIA).

Contact
Sarah Bellinger
ergobaby@maxborgesagency.com

A photo accompanying this announcement is available at https://www.globenewswire.com/NewsRoom/AttachmentNg/12a4d058-3fac-4e7b-a131-dc1e218d0527

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