Our Values

Our mission is to design wardrobe favorites that will last for more than a season.


Our designs reflect our values, and several styles are long term members of our collections. FUB is timeless and classic yet always contemporary. We keep up with the latest trends but never follow them entirely. We stay true to the original FUB design where the classic look is closely linked to pure high-quality materials and perfect fit.


FUB is crafted with extra care for the environment. We only use OEKO-TEX® certified non-mulesed wool and GOTS certified organic cotton. It is essential to us that we can offer our customers healthy sustainable products that have had a minimum pollutive impact in the making.


With only two collections a year our production is limited to a minimum to avoid deadstock and waste. We use the best raw materials 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 we only use dyes that are metal free and low impact dyes that meet strict environmental guidelines.


We value long term relations both when it comes to people and fashion. We have been working with the same manufacturer since the very beginning. Our collaboration originates from a professional agreement, but years of changing seasons and growing collections have made it clear that most importantly our collaboration is founded on mutual trust and respect.


Specialized in high quality knitwear our manufacturer is a valuable sounding board in the entire process from sketch to finished product. The quality of our manufacturer’s work reflects the craftsman skills that are essential for the FUB brand.


When buying a FUB product either for yourself or for your child you can be sure that we have done our best to offer you a clean, contemporary, comfortable and long-lasting piece of clothing.