A CREATOR, A VISION, A HUMAN ADVENTURE
Lubay is the story of Soho Francotte, driven by a passion for creation and a deep respect for nature. Founder, designer, and certified artisan, Soho manages every step herself: from the initial sketch to the final production of each bag.

 

AN UNUSUAL JOURNEY, A QUEST FOR MEANING
Born in the Philippines and adopted in Belgium, Soho grew up with an insatiable thirst for learning and creating. At 18, she chose to study philosophy to question reality, the world, and others. After her studies, she worked in education and lived an intense life as a musician, organising tours and concerts across Europe with her own musical project. After several years in teaching and music, she turned to entrepreneurship. During the lockdown, she taught herself to sew and design her own clothing patterns, which eventually led to the creation of Lubay, a brand entirely self-funded and independently managed.

 

AN APPROACH WHICH COMBINES CRAFTSMANSHIP AND COMMITMENT
Contrary to what one might think, every bag is made in our studio-workshop in Belgium, without intermediaries. Soho is both the hand and the mind behind each piece, ensuring a coherent vision for the brand.

 

MILESTONES ON A PASSION-DRIVEN PATH

• 2022: Special Jury Prize at the national Vitrine de l’Artisan competition.

• 2024: Article in VOGUE, a major recognition for the brand.

• Commitment: Partnerships with GAIA and Think Pink Belgium.

 

A COMMUNITY AT THE HEART OF LUBAY
The true success of Lubay lies in the trust of its customers. Seeing people return for a second or third piece is the clearest testament that our values and work resonate.

 

THE JOURNEY CONTINUES
Each Lubay bag is designed as a unique piece, inspired by nature and crafted to accompany every woman with elegance and awareness. The rest of the story is written with you.