In 2020, Joost Hultink, tired of carrying his son on his hip during a beach walk, improvised a baby carrier from a surf strap. He called his friend Britt Schoorl, a fashion designer, who turned the idea into a product that was both safe and stylish. Launched in the Netherlands in 2021, Wildride offers a compact, patented hip carrier designed for children aged 9 months to 4 years. Tested by physiotherapists and occupational therapists, SGS certified (ASTM and CEN/TR standards), it stands apart from traditional carriers by letting parent and child face each other and share the same view. Lightweight and fuss-free, it fits into any bag.