WE CREATE TIMELESS KNITWEAR WITH A FOCUS ON QUALITY, CRAFTSMANSHIP AND CONSIDERED DESIGN – KNITWEAR WE HOPE YOU WILL CHERISH AND WEAR AGAIN AND AGAIN. 

FUB creates timeless knitwear with a focus on the finest quality materials. We believe that most people - children and adults, boys and girls - prefer comfortable clothing that allows for effortless movement.

FUB is a Danish brand founded in 2006 by Anne Sofie Olrik and Lotte Bundgaard. We design classic, comfortable knitwear for children and women, emphasizing fine craftsmanship and carefully considered details. Our knitwear is made from OEKO-TEX® certified wool or GOTS-certified organic cotton. In addition to knitwear, we produce socks and tights, made from 80% wool or cotton, blended with 17% polyamide and 3% elastane for comfort and flexibility. 

FUB is rooted in a discreet Nordic aesthetic, with the aim of creating knitwear from high-quality materials without compromising on design or comfort. At a time when fast fashion dominates, FUB opposes fleeting trends, prioritizing classic designs that stand the test of time. For designer Anne Sofie Olrik, it is essential that a design lasts beyond a single season—not only in its expression but also through the use of high-quality materials that withstand repeated wear.

The color palette remains understated, with only a few shifting hues. Each collection includes timeless shades such as ecru, navy, and natural melanges, complemented by a curated selection of seasonal colors that create a contemporary contrast to the classic FUB look.

FUB embodies modern classics of exceptional quality.