ABC Design Asia unveils its 2026 campaign, Always Back Crew—a tribute to a new generation of parents redefining modern family life. Fast-moving, style-conscious, and intentional, these families navigate the city with confidence, balancing individuality with connection while expecting the brands they choose to reflect both. At its core, the campaign celebrates “Gen We”, the multi-generational collective – the parents, grandparents, and caregivers who show up in every moment and every detour, capturing the rhythm of urban parenting where identity, adaptability, and support move in sync.
Always Back Crew – Wherever family goes, we are always there.
More than a tagline, “Always Back Crew” is a reflection of how ABC Design Asia shows up for modern families every day, every transitions — between home and school run, café and park, taxi and train, work and weekend, calm and chaos. To “be back” means keeping your child safe and supported wherever life takes you, while “having your back” is about standing beside parents through every spontaneous plan, small win, and unexpected moment — bringing ease, confidence, and care to the journey.
For lifestyle-minded urban parents, the stroller is no longer just transport; it is part of the everyday uniform, expected to deliver both performance and presence.
Launching alongside the campaign are three hero rides — LUFT, TAG, and STADT DUO — each designed for the realities of city life in Asia, while carrying forward the precision, durability, and design discipline rooted in ABC Design’s German heritage. Founded in 1989 by parents Dietmar and Evi Fischer and shaped by 36 years of German engineering, ABC Design brings a craftsmanship mindset to family mobility: thoughtful details, purposeful innovation, and products made to perform beautifully in everyday life.
LUFT: Engineered to Fold Small, Designed to Feel First Class
Designed for families on the move, LUFT makes quick departures, tight spaces, and travel days feel effortless. Cabin-approved and engineered to meet IATA standards, its precision telescoping handle activates a unique folding system that keeps the ride spacious and the fold compact.
Guided by its global mission, “Think Baby. Think Family,” LUFT brings first-class comfort to everyday travel. Its inward-fold design helps protect child-contact surfaces, while breathable padding, a ventilated back, and airy mesh keep little passengers cool and comfortable in Asia’s climate. Finished with e-TPU wheels for a lighter, smoother and durable glide, LUFT turns every journey into a more refined travel experience.
Reflecting ABC Design’s German approach to craftsmanship, every detail is designed with intent, from the clean folding architecture to the protective inward-fold hygiene concept that keeps baby-contact surfaces shielded in transit. Even its visual details feel considered, with wheel spokes color-matched to the fabric and a reversible inlay* that adds personality without compromising polish.
TAG: City Mobility, Sharpened
TAG is designed for the rhythm of city life. With its ultra-sleek 44cm silhouette, TAG glides through narrow street and subway turnstiles, while keeping little ones comfortably on board during the daily stroll. Thoughtful details and a patented auto-fold system make it ideal for parents who move with intention and style. Whether parent-facing or world-facing, it folds in a second and stands on its own — leaving one hand free for baby, coffee, or whatever the day calls for.
Its adjustable canopy provides optimal coverage and comfort, with room for children to grow (total backrest height of 49 cm). Built with aerospace-grade aluminum frame and advanced four-wheel suspension, TAG delivers a smooth, composed ride across uneven pavement. A magnetic five-point harness, mesh backrest and leatherette accents add a refined finish, bringing together utility and visual confidence in one city-ready design.
STADT DUO: Double the Journey, Effortlessly
Designed for growing families navigating city life, STADT DUO streamlines everyday exploration for families with two children. Its auto-fold system delivers a smooth, one-motion transition, paired with ample storage for double the essentials. Safety meets ease with a magnetic five-point harness using one-hand adjustment. Available exclusively in Dandelion Gold with a reversible inlay, STADT DUO offers a refined, fashion-forward approach for twin city mobility.
Reversible Inlay: Personal Style, Two Ways - For ABC Design Asia, the stroller is an extension of the parent’s everyday style language — a functional design piece that syncs with city life, delivering confidence, comfort, and polish on every outing. Our signature double-sided inlay, inspired by the reversible jacket, empowers parents to switch between solid color expression and a patterned side, making the stroller an extension to their daily fit-check.
Across the collection, this feature brings together Stone Black, Camo Green, and Dandelion Gold in textures drawn from nature’s quiet beauty—grounded yet contemporary. It embodies our philosophy: urban functionality meets refined organic sensibility, reinforcing the idea that practicality and self-expression can live in the same design.
__________________________________________________________________________
Media Contact
Edith Li
Brand & Marketing Manager
E. edith.l@moji-family.com