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Q&A; FUB 10 year anniversary

Danish brand FUB will be celebrating their 10 year anniversary this summer. CIFF KIDS checked in with the owners Anne-Sofie and Lotte to talk about the past, the present and the future of FUB.

Congratulations on the 10 years anniversary - how has your brand evolved in the past decade and what are you most proud of?
FUB has dressed babies and kids for 10 years and we are proud to announce our anniversary. We are also very proud of our own achievement; we have taken this company from 0-100 in 10 years, all by ourselves. This is of course with a huge thanks to the best supplier in the world – that has been with us on the whole journey.

What characterizes the FUB brand today?

Pure products - the best quality - the softest knitwear - timeless, classic contemporary knitwear, design that last. Both our SS and AW collections are made by the softest, most durable and resilient materials and with high considerations of animal welfare. Every FUB style is crafted with extra care for the environment without sacrificing the super-cool look.

Where did you find inspiration for your SS18 collection?
The collection is an inspiration of the last 10 years. We do always have a lot of stripes in the collection and all collections can be combined from season to season, which means that one collection somehow always bring inspiration to the next collection. Since it is our 10th anniversary it has been fun to look back at 10 years of design, and some styles are still in the collection and others have been an inspiration to new styles. Different “vintage” knitting technics is also a big inspiration.

Where do you see the brand in 10 years from now?
We see ourselves expanding in exciting countries. New corporations in countries, especially outside Europe, is also a high focus. So in 10 years we will have the same focus and concentration on what we are very good at and specialized in; knitwear for baby/kids and women.


What should the CIFF KIDS visitors expect to see at your booth in August?
The SS18 collection is a strong variety of clean classic styles, luxuries textures and exclusive patterns. SS18 is stripes, knit patterns and cool new styles that will inspire those fun and happy summer memories.

Why do you participate at CIFF KIDS and what are your expectations of the tradeshow?
Most of our Danish customers are meeting us at CIFF KIDS, so for us it’s manly pure business. It is a very good way to talk and see as many customers as possible. CIFF KIDS does also gives us the opportunity to meet new and potential Danish and international customers.


Meet FUB at CIFF KIDS in booth 080 from
9-11 August in Forum Copenhagen


Center Boulevard 5 | DK-2300 Copenhagen S

Julius Thomsens Plads 1 | DK-1925 Frederiksberg

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