We believe that most people – kids or adults, boys or girls - like to wear clothes that feel good and allow them to move freely. Instead of dressing right or dressing up, FUB just wants you and your kids to dress for life. Founded in 2006 by Anne Sofie Olrik and Lotte Bundgaard, FUB makes classic, comfortable and sustainable knitwear for kids and women. Every item is carefully created and produced with demanding regard for details and craftsmanship. The collections are purely made of OEKO-TEX® certified merino wool and GOTS certified organic cotton.