Born in the Philippines in 1986 and adopted in Belgium, Soho Francotte has always been driven by a thirst for learning, creating, and a profound love for beauty. As a child, she dreamed of becoming a magician, singer, illustrator, journalist, or even an emergency doctor. At 18, she chose to study philosophy to learn how to question reality, the world, and others.

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After her studies, she worked in education and lived an intense life as a musician, organizing tours and concerts across Europe with her own musical project while also supporting other small projects.

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Three years ago, Soho decided to embark on a new journey: entrepreneurship. With no background in marketing or fashion, she leveraged her experience in music to communicate about her project, set up initiatives, and, most importantly, persevere.

 

During the lockdowns, she learned how to sew and create her own clothing patterns, which led to the birth of Lubay, a brand of bags committed to the planet and animals, self-funded and managed from start to finish.

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The beginnings were a true leap into the unknown, with many questions, trials, errors, and disappointments. However, over time, the project developed, and uncertainties were accepted as part of the journey.

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Since 2021, Lubay has achieved:

• Perseverance has brought Lubay significant visibility in media such as La Libre, So Soir, GAEL, as well as on radio and television.

• Boldness led to an article in VOGUE in February 2024.

• Hard work was rewarded with the “Coup de Coeur” prize at the Vitrine de l'Artisan national competition in 2022.

• Lubay’s commitment to animals is embodied in a permanent partnership with GAIA, launched in September 2023.

• In October 2024, Lubay launched a limited pink edition of the Phone pouch in order to support Think Pink Belgium and their crucial work during the Pink October month.

• Most importantly, Lubay exists thanks to those who have chosen to trust the brand. My greatest pride? When one of our customers decides to purchase a second or third Lubay piece! It shows that our values resonate and that our work is appreciated.

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As a designer and maker, Soho Francotte creates each Lubay bag as a unique piece of art, inspired by nature, seeking harmony in forms and colors to elevate every woman with elegance and awareness.