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From "Mom Bags" to "Parent Bags": MATO's Design for a New Standard in Parenting
MATO by MARLMARL, a parenting brand for everyone involved in raising children, is redefining the traditional concept of the "mother's bag." They are introducing the "parent's bag," designed to be shared by anyone, regardless of gender or physique.
How did they create products that so masterfully blend parenting-friendly functionality with the stylish appeal of a fashion accessory? We sat down with Kazuya Fukasawa, CEO of Yom Co., Ltd., and Yasuyo Kurokawa, a designer for the brand, to learn about the design philosophy behind their development and the clever engineering of their materials and features.
PROFILE
Kazuya Fukasawa
CEO, Yom Co., Ltd.
After working as a merchandiser (MD) for retail companies and manufacturers, he founded Yom Co., Ltd. in 2012.
He oversees several brands, including the baby gift brand "MARLMARL," the parenting brand "MATO by MARLMARL," the baby and kids' photo studio "STUDIO MARLMARL," and the flower business "CADO MARLMARL."
PROFILE
Yasuyo Kurokawa
Product Designer, MATO by MARLMARL
She joined Yom Co., Ltd. in 2022. Drawing on her own experience as a parent, she develops products that are truly helpful for parents.
From "Mom Bags" to "Parent Bags"
The company launched "MARLMARL" in 2012 and followed up in 2018 with "MATO by MARLMARL," a line of accessories for adult women. Then, around 2020, responding to a societal shift toward viewing parenting as a shared responsibility—not just a mother's—the brand pivoted to become "a parenting brand for everyone."This change was driven by a market evolution. Previously dominated by purely functional mom bags, the rise of social media made parents more fashion-conscious, fueling a demand for stylish designs.
The real turning point, however, was a personal experience for Fukasawa. One weekend, his wife handed him a small women's backpack to use for a trip to the park. He couldn't shake a feeling of awkwardness.
"When I caught my reflection, I saw a 'dad helping out because mom told him to,' a passive role," Fukasawa recalls. "I realized it's hard for men to feel motivated to actively enjoy parenting when they feel like that."
A design that men could comfortably carry and that couples could share would lower the psychological barrier to participating in childcare. It would also make it easier for families to invest in a high-quality, long-lasting bag. And so, MATO set its course to create a new category unbound by gender or traditional roles: the "parent's bag."
Functional Design Inspired by Real-Life Experience
For designer Yasuyo Kurokawa, the most critical part of MATO's product development is "excavating needs." She holds focus groups with the many parents on staff and conducts interviews to meticulously articulate every potential inconvenience.One essential feature that emerged from this process was "no-look" accessibility. This refers to a design that lets you retrieve items by feel alone, without ever having to look inside.
The importance of this feature stems from one of Kurokawa's own close calls.
"I was at a train station gate, and for a split second, I looked down into my bag to find my ticket," Kurokawa explains. "In that instant, my three-year-old son darted off, and I nearly lost him. Just the simple act of retrieving an item can create a gap where a child's safety is compromised. It made me think that a bag you could open and close by feel, without ever taking your eyes off your child, could prevent these kinds of risks."
A magnetic closure is how they brought this idea to life. The "HONEYCOMB BAG," a shoulder bag, incorporates magnets in the flap, creating a structure that closes automatically when you let go.
The bag snaps shut securely without you having to look, preventing items from spilling out and adding a layer of security—all while allowing you to keep your eyes on your child.
Furthermore, their flagship "CONTAINER TOTE BAG" model intentionally forgoes a top zipper in favor of a wide opening, maximizing both visibility and ease of access.
This isn't just about convenience; it's the result of building the "safety" required for childcare directly into the product's functionality.
Ingenious Designs for Diverse Body Types and Scenarios
MATO bags are also meticulously designed with storage "zoning" in mind. For a parents' bag that mixes different types of items—like baby care supplies, a parent's valuables, and work gear—it's crucial to know intuitively where everything is.For instance, the "HONEYCOMB BAG" mentioned earlier has five dedicated storage spaces inside.
Large pockets for a wallet and smartphone, a zippered pocket for medicine or keys you absolutely can't lose—the layout was designed from the get-go by envisioning "what goes where in any given situation."
Another hallmark of MATO is its pursuit of universal design, creating products that can be used by anyone, regardless of gender or body type. Men and women have different skeletal structures and muscle mass, which means the same bag can feel very different to carry.
That's why some models, like the wallet bag, feature a rotating buckle where the shoulder strap connects.
This adjustable buckle mechanism automatically fine-tunes the strap's angle to fit the user's body. From women with sloping shoulders to men with broad shoulders, it's designed so the strap sits naturally and comfortably on anyone.
What's more, by changing where the strap attaches, the bag works for both right- and left-handed people. It can be freely converted from a body bag to a shoulder bag. The length is easy to adjust even when wearing a thick winter coat, making it a stress-free choice for any outfit or season.
However, when it came to balancing design and function, Kurokawa recalls that the PET bottle holder was a particular challenge. A drink pocket is essential for staying hydrated in the summer, but a design that leaves the bottle exposed on the outside clashed with MATO's minimalist aesthetic.
To solve this, the "MORPH BODY BAG" was designed with a slim 3cm gusset on the side and meticulously calculated internal dividers.
This created a space to elegantly stow a 500ml PET bottle without compromising the bag's sleek exterior.
Pushing the Boundaries of Materials: High-Density Cotton and Medical Tech Applications
The choice of materials is another pillar supporting the brand's functionality. A parents' bag needs to be stain-resistant, lightweight, and durable. While MATO uses waterproof and water-repellent materials in many of its products, the high-density cotton used for the "CONTAINER TOTE BAG" is particularly special.
Although it's 100% cotton, it's woven to an extremely high density. When wet, the fibers swell up, sealing the weave and preventing water from getting through. A typical umbrella fabric has a water pressure resistance of 200mm, but this fabric boasts an impressive 800mm.
"It's waterproof enough to carry water like a bucket, yet it retains the texture and lightness of cotton. It can be machine-washed if it gets dirty, and its durability against rough handling makes it perfect for the unpredictable situations that come with parenting," says Kurokawa.
To tackle the "odor problem" of carrying used diapers, MATO repurposed technology from the medical and nursing care fields.
The pocket of the "POST BAG," a shoulder bag designed to hold diapers, incorporates a deodorizing and dehumidifying sheet called "Silica-Clin." Kurokawa discovered this material at a medical care trade show; it works by physically absorbing and reducing odors.
Unbound by the conventional wisdom of the fashion world, the brand actively incorporates technology from diverse fields to tackle the unique challenges of parenting.
Toward a Society Where Parenting Can Be Freely Designed
MATO by MARLMARL's vision extends beyond mere success as an apparel brand. It aims to realize "a society where parenting can be freely designed." Fukasawa expresses concern that the recent intense heatwaves are robbing children of their places to play.Looking ahead, the brand is exploring the development of products that help parents and children stay comfortable even in harsh conditions. This involves actively incorporating technologies like cooling fans and evaporative cooling that uses moisture.
Moreover, the company is moving forward with a project named "BOKAN" (Mothership). The concept is to create a comprehensive hub offering all services related to parenting—not just apparel and goods, but also studios, clinics, and schools.
"Our goal is to create 'a society where parenting can be freely designed.' That can't be achieved with a single product like a bag. Parenting involves everything from sickness and education to playtime. We want to build a platform that supports busy, dual-income parents by tackling these challenges holistically, not as separate issues," Fukasawa explains.
By connecting fashion, technology, and the realities of parenting, MATO's journey represents a quiet yet firm step toward shifting parenting from an "individual burden" to a "joy shared by society."
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