We built the thing we wished someone had handed us in those first exhausted weeks.
Roo & Rest started small - a handful of us, a lot of late nights, and one shared feeling: the newborn stage is beautiful and genuinely brutal, and most of what's sold to new moms doesn't seem to know that.
Why we started
[Founder name / team] had a baby, and like a lot of new parents, spent those early months trying to hold a crying newborn, make dinner, answer the door, and just exist — all at the same time. Every "solution" we tried felt like it was designed by someone who'd never actually done this: buckles that need two hands you don't have, wraps that need a tutorial, carriers that feel like gear instead of comfort.
So we made something simpler. Not a carrier you have to learn - a hoodie you already know how to put on, with your baby held close the moment you zip it up. That's it. That's the whole idea.