In the light of a consumerist textile industry, FUB is reinventing children’s fashion that follows the principles of sustainability and also meets the singular sartorial needs of a young generation constantly on the go.

Healthy, sustainable clothes

Because every parent wants the best for their children, the FUB label has decided to take an innovative approach to designing clothes for girls and boys aged between 0 and 12 years. In an increasingly polluted and polluting textile industry, the Danish designers behind this daring brand have taken a gamble on offering junior fashion that takes into consideration future generations and their main driver for the future: the environment.

FUB therefore offers ready-to-wear collections free from chemicals, pesticides and defoliants. Instead of toxic substances, the designers are banking on organic cotton, healthy products, ultra-soft wool and high-end manufacturing standards. The aim? To produce clothing that does not endanger children’s health, in which they can run, climb and live all sorts of adventures while adopting a certain sense of style.

Style like a fun game

For, over and above their environmental commitment, FUB’s designers have also chosen to create timeless fashion that goes against the tide of micro-trends and other short-lived style phenomena. In favour of a cheerfully unisex wardrobe, they offer seasonal collections in which knitwear is king, taking the form of graphic sailor sweaters, deceptively demure cardigans and mischievous jumpers.

The aim? To nurture little ones’ creativity and encourage them to play with clothes, just like they would have fun with their toys, combining, pairing and mismatching the pieces with each other. A contemporary view of kids’ fashion with which it would be hard to disagree.