CUBBY really started after Martha and I had our son, Looch.

Martha had always wanted to do something in kidswear, but once she actually started shopping for him, it became pretty obvious what was missing.

She could never really find clothes she loved. A lot of it felt too childish, and when she did find something that felt a bit more considered or better made, it was usually really expensive

She basically wanted to dress Looch in the same sort of clothes we liked ourselves, just made properly for kids. Comfortable, functional, easy to move in and able to handle everything kids do to their clothes.

The passion was always there. The direction wasn’t.

Then Krystal sent her a DM.

They didn’t know each other at all. Krystal had just seen Martha online and messaged her saying she thought she should start a kidswear brand.

It was pretty good timing.

Krystal is a mum to Nicola and has more than 20 years of experience in fashion manufacturing, so she brought the part Martha was missing: how to actually turn the idea into something real.

So the three of us decided to give it a go.

Martha drives the creative side of CUBBY. Krystal brings the manufacturing experience, and I’m Michael, Martha’s partner, handling most of the backend and all the less exciting stuff that someone unfortunately has to do.

We’re a small business, and we’re in all of it.

Fittings happen on our kitchen bench with Looch. We go back and forth over fabrics, fits and tiny details ourselves. And most decisions still come back to a pretty simple question: would we actually put this on our own kids?

That’s really what CUBBY is

Three parents making the clothes we wanted for our kids, and now sharing them with yours.

Michael Brunelli
CUBBY Co-Founder