Founded in 2006 by Anne Sofie Olrik and Lotte Bundgaard, FUB is a Danish brand of sustainable knitwear for kids and women. Every item is carefully created and produced with a demanding regard for details and craftsmanship. The collections are purely made of OEKO-TEX® certified merino wool and GOTS certified organic cotton. Anchored in the simple Scandinavian aesthetic, the brand focuses on timeless knitwear that can be worn again and again blending classic cuts with high-quality, durable materials that never go out of style. What’s more, for 10 years their production has been limited to a minimum, meaning that they only produce for orders – not for stock and not for waste. In every collection, 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.