WHO ARE WE?

An Independent Vision

Lubay is a vegan bag label founded and led by Soho Francotte in her studio-atelier located in Belgium. Every bag is thought out, conceived, and shaped without outsourcing or delegated production – a rigorous work, on a human scale, where every step counts.

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From a Free Path to a Committed Brand

Born in the Philippines and adopted in Belgium, Soho Francotte grew up in La Louvière before studying philosophy at Louvain-la-Neuve. This background led her to teach, then to spend a decade on stage with her musical project.

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Tours in Europe forged a particular approach: being on stage not to show off, but to invite others into a universe. This vision is echoed today in the way every Lubay model is designed: contemporary lines, studied proportions, design that transcends seasons.

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In 2020, moving to the Belgian Ardennes marked a turning point. It was there, during the lockdowns, that the self-taught learning of sewing was born, and with it, Lubay. A self-financed Belgian vegan bag brand, free, built without compromise.

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Vegan Next-Gen Materials and Made in Belgium

As early as 2005, as a student, Soho Francotte questioned our overconsumption and the environmental and human impact of fast fashion. Lubay is a response to these alarming observations, on its own scale.

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At Lubay, vegan materials are selected with rigueur (precision): Grape Skin made from wine waste, Leap derived from apple waste. These vegan next-gen materials allow for rethinking the codes of traditional luxury accessories.

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Why bags? Because by handling both design and manufacturing, the process remains controllable. The bags integrate into daily life, adapting to real-life uses.

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Every vegan bag is made one by one in our studio-atelier, far from the frantic pace of the fashion world.

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Recognition and Commitments

• 2021: Certified Artisan Recognition - Belgium

• 2022: Jury's Favorite Award at the National Artisan Showcase competition

• 2024: Article in VOGUE, major recognition for our Belgian-made vegan bags

• Partnerships: GAIA, Think Pink Belgium, The Belgian Kids’ Fund for Pediatric Research, Fondation Raoul Warocqué

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The Human Element at the Heart of Lubay

Lubay's true success lies in the trust of its clients. People return for a second, sometimes third piece. This is the confirmation that our choices resonate.

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Between the Philippines of birth and the Belgium of adoption, between philosophy and music, between questioning and conception, Lubay carries this multiple identity. A dialogue to open.

 

"Every Lubay bag is conceived as a unique piece and designed to accompany every woman with elegance and transparency. The rest of the story is written with you."