The Hugomat (/HUGO-mat/) is a non-toxic, portable baby mat made from responsibly sourced fabrics and materials. Each cover is sewn with care in Northern California. Comprised of a 100% organic cotton or linen quilted surface and 1 inch thick natural latex foam inserts (derived from the sap of rubber trees) the mat is naturally breathable, hypoallergenic, and mold/mildew resistant. Each Hugomat has just the right amount of firmness to safely support a baby from birth through age 1. Built-in padded handles and a side pocket make the Hugomat perfect for tummy-time anywhere in the house or on-the-go. The design centers around the ability to hold a baby in one arm and close + carry the mat with the other —a simple yet pivotal aid to everyday infant parenting.

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YUBE studio was responsible for the full design and development of the Hugomat brand and company, reaching a social media following of +14,000 through collaborations, community events, engagement and customer word of mouth within one year of launch. During year two, Hugomat was partially funded through a KIVA loan and selected by Microfinance of Berkeley to participate in their semester long consulting project. In year three, Hugomat moved into an office in west Berkeley and began selling internationally and in local retail stores. A line of printed mats were launched with artist Hillery Sproatt along with a line of linen mats and toys that were made from remnant fabric left over from production. A Pop Up event in collaboration with locally based baby brands marked Hugomat’s fourth anniversary. Developing Hugomat was overall an experience in communication —and deep gratitude for the friendships that develop unexpectedly through business.