Press kit

Fidei, for the people writing about it.

Everything below may be quoted or republished as-is. One honest note before you scroll: Fidei is pre-launch. All product imagery is concept renders, there is no press coverage to cite yet, and we'd rather tell you that than imply otherwise.

Boilerplate

Standard — about 100 words

Fidei (pronounced “fee-DAY,” from the Latin for trust) is a dignity brand for modern parenting hygiene. The company makes three purpose-built warm-water devices for the three hardest hygiene moments of early parenthood: Midei ($299), a hands-free bidet seat for postpartum recovery; Baedi ($249), a countertop changing station with a warm rinse for the infant years; and Today ($99), a toddler potty that brings the warm-water clean to potty training. Fidei sits in the empty space between adult bathroom fixtures and postpartum consumables — durable hardware, designed for parents. Midei launches on Kickstarter in Q4 2026.

Short — about 50 words

Fidei (fee-DAY) is a dignity brand for parenting hygiene: three warm-water devices for postpartum recovery (Midei, $299), infant changes (Baedi, $249), and potty training (Today, $99). Durable hardware for moments currently served by $3 plastic bottles and wipes. Midei launches on Kickstarter in Q4 2026.

Founder

JJ Walker, founder and CEO. Three prior exits across 20+ years building event-production and premium consumer businesses; founder of LYTVOX. Based in Denver, Colorado. Fidei began with a research question — why the hardest hygiene moments of early parenthood are still served by a $3 squeeze bottle, a flat plastic pad, and a plastic bucket — and became a hardware company when the answer turned out to be “because nobody builds for parents.”

Fact sheet

Brand	Fidei — pronounced “fee-DAY” (rhymes with “we say”). From the Latin fidei, “of trust.”
Category	Parenting hygiene — the space between adult bathroom fixtures and postpartum consumables.
Products	Midei (my-DAY) — $299 — hands-free warm-water bidet seat for postpartum recovery. Kickstarter Q4 2026. Baedi (BAY-dee) — $249 — countertop infant changing station with a warm, parent-controlled rinse. 2027. Today (too-DAY) — $99 — non-electric toddler potty that brings the warm-water clean to training. 2028. (Full specs publish with the campaign.)
Stage	Pre-launch. Waitlist open; Midei Kickstarter planned for Q4 2026.
Market	3.6M babies are born in the U.S. each year (CDC, 2025 provisional). Fidei's U.S. addressable market across the three products is roughly $1.4B per year (Fidei market model, June 2026). The share of Americans who have never used a bidet fell from 74% to 63% in a single year (Bio Bidet by Bemis / Propeller Insights, published Nov 2025).
Regulatory posture	Warm-water comfort devices, not medical devices. Fidei makes no therapeutic claims. Children's products are designed to applicable CPSIA / ASTM standards and third-party tested before any unit ships.
Imagery status	All current product imagery is concept renders — please caption accordingly (see disclosure below).
Press contact	Press contact address is being set up with our domain — check back shortly

Downloadable assets

Logos and product imagery, free to use in coverage of Fidei. Please don't stretch, recolor, italicize, or place the wordmark on pure white.

Concept render disclosure. The product images below are AI-assisted concept renders of designs in development — not photographs of production hardware. If you publish them, please caption them “concept render.” First production units ship via Kickstarter.