Wildride was born on a beach in 2020, when Joost Hultink, fed up with the arm-aching, back-breaking reality of carrying a toddler who suddenly refuses to walk, grabbed a surf strap and rigged up a makeshift hip carrier on the spot. That improvised moment of parental desperation turned into a full-blown product development journey, a three-person founding team, and an internationally recognized brand that's now carried by parents, influencers, and celebrities from Canada to Japan and the Nordics to South Africa. Sometimes the best ideas really do start at the beach. The carrier itself is the result of hundreds of hours of designing, engineering, and rigorous testing by physiotherapists, occupational therapists, and industrial designers. The ethics behind the product are just as carefully considered; SGS-certified under both ASTM F2907-22 and CEN/TR 16512-2015 safety standards, Wildride is 100% produced in the Netherlands and Poland by ISO 9001-certified manufacturers using materials that meet BSCI, Oeko-Tex, Sedex, and GOTS certification standards. Packaging is minimal and plastic-free, just genuinely thoughtful products built for the wild ride of parenthood.
