LUBAY : AN INDEPENDENT TAKE ON DESIGN AND MATERIALS
A ONE-WOMAN BRAND. NO SHORTCUTS.
Lubay is a label founded and run by Soho Francotte.
Each bag is designed, cut and assembled in her Belgian studio, with no outsourcing or delegated production.
A precise, hands-on approach — from concept to completion.
FROM A FREE PATH TO A COMMITTED PROJECT
Born in the Philippines and adopted in Belgium, Soho studied philosophy, became a teacher, and later toured Europe as a musician.
In 2020, she taught herself to sew and created her first bags. That’s how Lubay began — independently, intuitively.
A self-funded brand, shaped by conviction and clarity.
MATERIALS MATTER
Every material used is vegan and chosen for its quality and coherence.
Lubay works with Grape Skin, made from wine industry waste, and Leap, derived from apple waste — alternatives that challenge the norms of traditional leather goods.
Nothing is added lightly. Every detail has a reason.
MADE IN BELGIUM & CONTROLLED SCALE
Each piece is made in-house and in small volumes.
There are no seasonal drops, no pressure from the frenetic fashion calendar.
MILESTONES
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2022: Special Jury Prize at the national Vitrine de l’Artisan competition.
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2024: Article in VOGUE, a major recognition for the brand.
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Commitment: Partnerships with GAIA and Think Pink Belgium.
HUMAN 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.
"Each Lubay bag is designed as a unique piece, crafted to accompany every woman with elegance and awareness. The rest of the story is written with you".
