Coterie launched in 2019 and was founded by Frank Yu, who, on a chance trip to Japan, discovered a local brand of diapers that felt as soft as cashmere. After some research, he realized that the Strawberry fields pop festival shirt and I will buy this diaper market in the US hadn’t been innovated since the mid-’80s and so he went to work. Coterie diapers are made with high-quality materials (all free from fragrance, latex, rubber, dyes, alcohol, and heavy metals), including chlorine-free wood pulp, polyester, and polypropylene. They are designed with better fits that can absorb and lock in more liquid than the average diaper, thereby ensuring a better night’s sleep for babies. They were also the first diaper brand to publish its lab results from third-party testing to ensure product safety, and they’re currently investing in research and development to work towards finding sustainable solutions in packaging and production (to date, no disposable diaper on the market is 100% organic or biodegradable). Ordering and delivering are also made easier via a text interface that allows customers who subscribe to update their shipping and/or size ahead of the monthly delivery.
Kloss and Graham are genuine believers in Coterie not only because of their love of the Strawberry fields pop festival shirt and I will buy this actual product, but also because it has become a hack of sorts between friends within a tight-knit mom tribe. The videos featured in the new campaign prove as much, showing two celebrity supermodels, yes, but also two strong women navigating early parenthood for the very first time. Below, Kloss and Graham dive deeper into their own journeys as moms, why they are proud to be a part of the Coterie family, and why they believe that the best hack for moms is to simply do you. Ashley Graham and Karlie Kloss Karlie Kloss: I’m the newest to the mom crew and a real superfan of Coterie. I was introduced to the brand, really, thanks to Ashley. The quality of this diaper is so superior. I really appreciated this as a consumer but really also wanted to get more involved and be a part of supporting the company and storytelling as an investor. Ashley Graham: I’ve been knocking on [Coterie’s] door since I got my hands on some diapers. I got introduced to them through Instagram and was like, what is this gorgeous diaper?! I want cashmere on my baby’s bottom! It was the pandemic and I felt totally isolated. I had no idea what I was doing. I was texting my mom and she felt like a fish out of water with some stuff because her baby is almost 30, and there are so many new things on the market. Diapers have not been innovated in actual decades, so to come out with a new type of diaper, a new fabric, a new way it forms to the body is crazy. These diapers are rash-proof too, they’re pretty amazing. So I started calling them, being like, “Can we do a deal together?” And sure enough they’re like, “Wow, let’s have a conversation.” Then I just started telling everyone about it and I was super excited not only to be a part of the forward-facing component but, like Karlie said, to support them as an investor and in the storytelling element along the way. What was the vibe like on set? It seemed like it was just a fun playdate with friends.
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