A round number – FUB is 10 years old
For 10 years now, the Scandinavian label FUB has been dressing babies and children around the world in its timeless knitwear fashion. With a steadfastness and clear design language, the Danes Anne-Sofie Olrik and Lotte Bundgaard are the definition of sustainable values. The brand message: appreciate quality and longevity.
Past the extensive fields of the Danish lowlands, about 15 km from Aarhus and not far from the small Danish town of Hinnerup, you will find the FUB headquarters surrounded by forest. The corporate headquarters of this international label is located in the middle of a picture-perfect atmosphere and an old wooden house. Here designer Anne-Sofie Olrik lives with her family, two sons, a dog, a cat, and hens. It is a quiet and peaceful place, which turns a lush green in spring and summer and becomes a fairytale landscape in the winter. This is the place that inspires the FUB collections, and the place where they are created. For 10 years, FUB’s classic knitwear fashion for children has been designed with high quality standards.
Knitwear & stripes
For the occasion of its tenth birthday, the S/S 18 collection is inspired by the collections from the past 10 years. Over the years, some of the styles have turned into so-called “Evergreens”, leading straight back to the beginning: the classic look with stripes. Since the very first collection, those stripes have been an important part of the brand DNA. “The collection size has grown steadily since the beginning, giving us more space for different styles. As a result, the collections today include a nice variety of stripes, patterns, and different knitting structures,” says Anne-Sofie Olrik. The clear design symbolises the timeless time – no time in particular. These are clothes that can easily be passed on to the second and third siblings.
FUB is a unisex brand and moves on the colour scale of tones such as navy, ecru, red, and grey. However, new colours are added every season. The added colours are called “guest colours” by label’s two owners Anne-Sofie Olrik and Lotte Bundgaard. These colours remain for one or two collections and are then replaced by new ones. The advantage is that all the collections can be combined and the styles match.
Children’s days in summer
The S/S 18 collection pays homage to childhood memories of summer with swimming, outdoor activities, and time to relax. The collection includes stripes, knitting patterns, and has been expanded to include new cuts, all in the highest quality as usual. “We are very interested in producing concise clothes. Our spring and summer collections are therefore made of GOTS-certified cotton. For the cold season and our fall/winter collections, we use mulesing-free and Ökotex-certified wool,” adds Olrik.
FUB is represented in 200 shops worldwide, from Europe to Japan and the USA. The home market is one of the strongest, closely followed by Norway and Germany as well as the international market. “For the future, we expect expansion in new markets. This also means that we are focusing on new cooperations in countries outside Europe.”
We are waiting excitedly to see what FUB will produce in the next ten years. Because one thing is clear, the Danish label FUB does not stand still. Just two years ago, the brand’s latest “baby”, the FUB Woman’s collection, was successfully launched.