Ju-Ju-Be was started by the dynamic duo of diaper bags. Why did they start up a whole new brand? Despite the great fashion and even some great features of the other brands, there were still some things lacking. No one had put to use the latest in technology. No one had successfully acted on the idea that fashion and function aren't mutually exclusive. No one else had delved into the deep realm of microbes and anti-stick coatings. Everyone else says that diaper bags aren't rocket science. We think they can be. Along with being a lot of fun.