About FUB

FUB makes classic, comfortable and sustainable knitwear for kids aged 0-12 years. Every item is carefully created and produced with a demanding regard for details and craftsmanship. The collections are solely made of 100% oeko-tex certified merino wool and 100% organic cotton simply because it’s the softest and most comfortable to wear.

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.

The focus for designer Anne Sofie Olrik is to create clothes that last more than a season – for kids too. 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.

The colours are always discrete with a twist. In every collection the classic shades like ecru, navy and grey are combined with a few carefully selected colours that match the trends of the season and add a lively contrast to the classic FUB look.

FUB is cool classics with a clean conscience!