Founded in 2006 by Anne Sofie Olrik and Lotte Bundgaard, FUB makes classic, comfortable and sustainable knitwear for kids and women. Every item is carefully created and produced with a demanding regard for details and craftsmanship. The collections are purely made of OEKO-TEX certified merino wool and GOTS certified organic cotton. For 10 years their production has been limited to a minimum meaning that they only produce for orders – not for stock and not for waste. Only for long term use. The best raw materials are used to ensure lifelong durability. The raw materials are produced without using any harmful chemicals such as synthetic fertilizers, pesticides or defoliants. In the dying process only dyes that are metal free and low impact dyes that meet strict environmental guidelines are used.

FUB is anchored in the subtle aesthetics of the North with a desire to create quality knitwear in pure materials without compromising neither the design or the comfort. In a time where fast fashion gets a lot of attention, FUB dares to oppose passing trends with classic designs that never outdate. The focus for designer Anne Sofie Olrik is to create clothes that last more than a season. She makes high demands on the materials used and emphasizes both timeless design and durable quality that allow the clothes to be worn again and again. FUB believes that most people – kids or adults, boys or girls - like to wear clothes that feel good and allow them to move freely. Instead of dressing right or dressing up, FUB just wants you and your kids to dress for life. FUB has been working with the same manufacturer since the very beginning. This collaboration originates from a professional agreement, but years of changing seasons and growing collections have made it clear that most importantly their collaboration is founded on mutual trust and respect. 

Every season the basic colors are discrete with a twist. In every collection the classic shades like ecru, navy and grey are combined with a few carefully selected colors that match the trends of the season and add a lively contrast to the classic FUB look. FUB is timeless and classic yet always contemporary.

FUB is contemporary classics with a clean conscience!  

Based: Denmark.

Ships to: Worldwide.

Products: Sustainable knitwear in OEKO-TEX certified wool and organic GOTS certified cotton.

Mission: To offer classic, long-lasting sustainable knitwear for babies, kids and women.

Vision: To offer healthy sustainable products that have had a minimum pollutive impact in the making.

URL: https://www.fub.dk/home