A hug…

The first language a baby uses to discover the world.

The simplest way to reunite with those we miss, to share joy, happiness, and sorrow.

And for a mother, holding the baby she carried for months... it’s a moment where time stands still.

The story of QUNDAQ

began when we went to Canada for the birth of our child.

As we prepared for the most special reunion of our lives, we were in a place where everything and everyone was unfamiliar.

When our baby was born, he too was meeting a new world, just like us.

But one thing was familiar to him: the feeling from inside his mother’s womb.

And the closest equivalent to this feeling in the outside world was a hug.

We were introduced to swaddling by our birth coach, Dr. Begüm Çağlar.

When we saw how quickly this centuries-old method calmed our baby, we realized this:

Some ideas are not born out of necessity, but from a feeling.

As Gökçe İpek Benli and Mehmet Ali Benli, with our identities as a designer and a textile engineer, for years

we worked with fabric, developed forms, and carried out production.

But for the first time, we saw so clearly that a design could carry not just a product, but also a feeling.

QUNDAQ was born from this realization.

We transformed the familiar feeling of traditional swaddling into a simpler, safer, and wearable form.

Today, QUNDAQ is not just a product; it’s a familiar feeling that accompanies the baby in those first moments as they adapt to the world.

And everything still starts from the same place:

a hug.