At CYBEX, culture runs in the family. Since launching in 2005, the brand has established itself as a key player in the baby gear space, creating products for a new generation of city parents with a city cool. Luxury, after all, isn’t just about the sneakers you wear or the car you drive — it’s also about the stroller you push.“We see ourselves as curators for parenting,” says founder Martin Pos. Blending high-tech with a high-fashion feel, its roster of car seats, strollers, carriers and furniture enhances lifestyle aesthetics rather than interrupt it. Now, the brand is entering a new chapter with the launch of its first apparel collection. Just launched this month, the pieces are exclusively available at its Paris, Amsterdam, Prague, Berlin and New York flagships. The lineup pushes CYBEX into uncharted creative territory — avant-garde detailing, timeless silhouettes and a subtle streetwear edge collide across elevated essentials for both adults and children — with its mantra, “for all tomorrow’s people,” kept close at heart.For more on the collection, we spoke with Pos to learn about the evolution of CYBEX and why style’s a family matter.What was the original vision for CYBEX and how has the brand evolved through the years?My vision started from frustration. When I became a father, I was suddenly pushed out from my cultural community. Products for parents felt either super technical or completely uninspiring. There was no emotion, no design language. We thought, ‘Let’s try to create a brand that is for parents who value culture.’At the time, I was a manager at a German car seat company. There was no one-stop solution for parents, and when I introduced the vision of what would later become CYBEX, they told me it was too ambitious. My wife told me something had to change, so I started my own business and 21 years later, here we are.From day one, it was never just about products. CYBEX is about helping parents continue their lives after having children instead of changing who they are. I wanted to create a parenting brand that solved functional problems, but also respected aesthetics, culture, and identity. That’s still our North Star today.What does it mean to make products that enhance the lifestyle aesthetics for parents rather than detract from them?There are two sides of the brain — the rational half and the emotional half. CYBEX is all about keeping that balance. Technology, on one side, helps solve functional problems. The other tends to design, architecture and fashion. We try to bring these two elements together, because if a product doesn’t emotionally move you, then something is missing.We build safe products, so nobody questions our quality — they anticipate it. It’s a baby product, so we want parents to have peace of mind. Our rule is to also make a product that doesn’t need instructions; make it minimal and crystallize the key function. Then we turn to aesthetics, which, for us, matter just as much. I’ve always been obsessed with details — proportions, textures, materials, even how products smell or sound.Are there difficulties in creating culture or design-forward pieces in the baby product space?Our industry never paid attention. We always knew we didn’t want to become a traditional mass-market company. A lot of brands completely depend on big retail chains, but for us it was important to build our own universe, our own direct relationship with the community, through global flagships and e-commerce. We needed to create a platform where parents feel comfortable in their cultural environment, especially when it comes to apparel. I’ve always admired brands and creatives who’ve built strong communities through authenticity and limited distribution instead of trying to be everywhere at once.We’re using the infrastructure and power of the brand to invest in the best people — designers, sources, marketeers, photographers — and scale the business over time. The main priority, still, is to create some amazing products — quiet, not too loud — paying attention to craftsmanship, material and sustainability.What do you think creates this rift between adult and children's styles? Why are you deciding to bridge that gap?When you’re born, you don’t have culture, so we, as parents, should be the inspiration for our children. Family is the first and most important cultural space. Children absorb everything around them — music, aesthetics, emotions, energy, style.We asked ourselves a very simple question: ‘How would we like to dress our own kids?’With apparel, we saw a gap in premium kids streetwear. In terms of culture and design, people in cities globally share a very similar lifestyle. A lot of inspiration came from designers and brands we personally love: Junya Watanabe, Comme des Garçons, Rick Owens, Alexander Wang, Acne Studios. From there, the collection came naturally — oversized silhouettes, comfort, casual styling. Pieces that feel elevated and practical.At the same time, we didn’t want it to feel elitist or disconnected from reality. Kids grow fast. So the focus became craftsmanship and value, not extreme luxury.Why is now the right time to open this streetwear chapter?Because we’re ready. It's all about timing. The company needed to mature to this level to be able to make a statement. We feel at peace to go live with these products and put our brand on it. It’s a first small step; it's where we feel ready to add value in this segment.What does the new apparel collection say about where CYBEX is culturally and creatively heading?Through fashion, we see children building their own character, and the parents are evolving, too. It’s time to go out and remind people that CYBEX is ‘for all tomorrow’s people,’ the mantra we put into focus. We feel a responsibility to remind families to be mindful of the values and culture they pass on to the next generation, even in the small choices they make for their children. That’s why apparel feels important to us. It allows us to become part of this in an emotional, meaningful way.