【Press Release】"A Bag That Makes a Husband a Father" — Launching MEMORAB: The Made-in-Japan Parents' Bag Designed for the Entire Family
bofo Inc.
2025.04.23 11:11
For mothers, fathers, and even grandparents. Uncompromising beauty and functionality that feels just right for everyone. Through this bag, we hope parenting becomes a journey shared and celebrated by the whole family.
bofo Inc. (Headquarters: Yokohama, Kanagawa; CEO: Yumi Tajima) has officially launched the premium parents' bag brand "MEMORAB" and has begun sales of its bags and pouches on its official e-commerce site.
What is "MEMORAB"?
Founded by two mothers who graduated from an art university, MEMORAB is a new parents' bag brand that redefines the relationship between childcare and gender roles.
While ensuring top-tier usability for childcare, we have achieved a high-end design that can easily be shared with partners or grandparents, seamlessly blending into any sophisticated lifestyle. We offer a new alternative that transcends the traditional concept of a "diaper bag."
The Social Vision Behind the Brand
At the core of MEMORAB is a strong desire to challenge the deep-rooted stereotype that "childcare is solely the mother's responsibility."
Even today, in many households, the vast majority of child-related tasks—from purchasing baby gear to researching and arranging daycare—fall disproportionately on mothers. We believe one reason for this imbalance is that most baby products are designed almost exclusively with women in mind.
From cute colors and patterns to handle lengths and sizing, baby gear has historically been developed under the assumption that women will be the primary users. As a result, there are very few products available that fathers or male partners genuinely feel inspired or excited to carry.
That is why we set out to create a bag that fathers would actively choose for themselves. The design is minimal and unisex. The functionality is high-performance and versatile for any setting. And the premium aesthetic is crafted to elevate the appearance of your carefully selected stroller. MEMORAB is not just a "mothers' bag"—it is a "family bag" designed to upgrade modern parenting.
Key Features
Genderless, Shareable Design: A simple and beautiful aesthetic that allows mothers, fathers, and grandparents to seamlessly share and enjoy the bag together.
Functionality-Driven Structure: A smart storage layout designed for effortless access. This bag also acts as a tool to help family members naturally understand and share the packing priorities for the children.
Premium Quality by Japanese Craftsmanship: Built for exceptional durability with carefully selected materials that gain character over time. Each piece is meticulously hand-stitched by skilled Japanese artisans.
Our Mission
MEMORAB proposes a lifestyle that goes beyond traditional gender boundaries, encouraging the entire family to share the joy and responsibilities of home life. Built to last, our high-quality bags are perfect for conscious families who value ethical and sustainable choices. With a timeless design unaffected by fleeting trends, MEMORAB supports your family’s daily life as a truly valuable investment.
"Beyond baby gear—designing the lifestyle itself."
This is the mission of MEMORAB. Together with this bag, we deliver a fresh perspective to the modern consumer society.
