Hubertine was co-founded by Alexandra Gaubert and her friend, Julie, in 2014 right outside Paris. The company is a Supporting Sponsor for The Wrap Show 2017. In the following interview, Alexandra, who now runs the company on her own, shares more about Hubertine.

How did Hubertine come to be?

Hubertine is the culmination of years of reflexion and work. There was a need to establish a connection between strong desires: first weaving beautiful textured fabrics in France – the home of Jacquard – and then creating graphical objects using a sustainable selection of yarns, turning the luxury of the materials into a utilitarian tool.

What drew you to the world of wraps initially?

I discovered babywearing randomly almost seven years ago with my eldest child. At that time, I hadn’t read about the continuum nor did I know really about the multiple benefits of babywearing, but I progressively discovered them through our own experience. In particular, my son had GERD and it helped us a lot. I was then convinced that a baby wrap was an essential tool to put in every young parent’s hands.

What inspires you in your work?

So many things! Art in general: painting, graphic design, even dance, music or poetry. Coming from different origins and with members of my family working in the textile industry or as seamstresses, I’m naturally very curious about traditional clothes, fabrics and patterns of different cultures. For instance, a dear friend of mine is now living in Africa and starting a company using Bogolan art. She shares with me the stories behind her beautiful patterns and I find it very stimulating.

Why do you think wraps are so important for parents and children?

Nowadays the benefits of babywearing have been widely proven. Babywearing is the answer to a global physical dynamic that is necessary to the child’s development. As for the parents, it helps them feel competent in many ways since they can actually do something concrete for their child.

What is your favourite part about using woven wraps personally?

There are actually many favourite things! As a user, I feel competent in manipulating a piece of fabric and turning it into a safe and physiological tool to answer my child’s needs. As a human among human kind, I perpetuate common gestures of many women/men in the world in their daily life, so I feel like I belong, and it is also participating in the transmission of know-how. As a geek, I love exploring the sensations offered by fabrics, feeling textures and materials. Bonus is enhancing my outfits!

How do you encourage new parents who are interested but hesitant to try wrapping?

It depends on why the parents are hesitant. It can be a matter of safety, technical difficulty or social resistance, etc., so I will adapt my point according to these reasons. But since babywearing transmission mainly occurs via learning gestures from one person to another, there is nothing like a demo, especially when the baby of the hesitant parents falls asleep during or immediately after installation.

What’s most exciting or satisfying about working in this industry?

Basically and probably like in many other industries, having a vision and turning it into reality.

Where do you see Hubertine in five years? Ten years?

I rather think in terms of achievements themselves than in time to accomplish them. I would like to add a social dimension to Hubertine by creating a space for women of all horizons to get together around weaving projects, allowing them to meet, chat and learn from each other, getting out of their routine, stimulating their creativity or simply offering them a bubble of oxygen. I would love a boutique and a workshop too, all in the same place to host people and various projects!

What experience do you hope for Hubertine customers? In other words, what do you hope to accomplish or inspire through your work?

I truly think that the product must speak for itself rather than the marketing surrounding it, which is almost impossible in the age of social networks. I personally handle all the wraps from A to Z, from their conception to the package opening. I often compare the process to a tea ceremony! I hope Hubertine’s customers experience the fruit of meticulousness and work of love, the singularity of a unique product and the special attention given from a caring person to another.

Is there anything new about Hubertine or its products that you’d like to share?

Nadine (from Davaï) and I are working together on a special project that we are saving for The Wrap Show (how cool is that?). This is our first collaboration in conceiving something together, and we hope you will enjoy it as much as we did!