WHO ARE WE?

At the origin of Lubay: a precise vision

 

Lubay was founded in 2021 by Soho Francotte.

Not with the intention of “launching a brand”, but to explore a question:
how to design a vegan bag with precision, coherence, and full in-house production in Belgium?

 

The answer took shape in a studio-atelier where every piece is designed, developed, and made independently.

 

A way of working guided by clarity, intention, and attention to detail.

 

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A path shaped by a search for meaning

 

Born in the Philippines and raised in Belgium, Soho Francotte has always evolved outside conventional trajectories.

Philosophy studies, teaching, a decade on stage with a musical project — each step contributes to one constant:
thinking, structuring, and creating with integrity.

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Performing on stage shaped a specific approach to creation: inviting rather than exposing.
Lubay follows this same line — a discreet, measured, and contemporary presence.

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An integral practice: from the initial line to the finished piece

 

Since 2021, Soho Francotte has overseen every stage:

• design of lines and volumes,

• technical development,

• piece-by-piece fabrication,

• art direction, photography, digital content, press relations, and a four-language website.

 

This is not a narrative of craft or creative persona.

 

It is a method that ensures total continuity between idea, material, and construction.

 

Each decision is immediately tested, refined, and controlled in the studio-atelier.

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A precise relationship to next-gen vegan materials

 

Discovering next-gen vegan materials developed in Europe — Leap®, Grape Skin® — was decisive.
Not to tell a story, but to work with verified, innovative, coherent materials.

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The founder approaches them as materials to study: observing, testing, adjusting, understanding what they enable.

They have shaped Lubay’s visual language: clean lines, subtle textures, balanced proportions.

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An independent, discreet, continuous approach

 

Lubay grows with restraint: no mass production, no imposed seasonal cycles, no overstated messaging.
Independence requires clarity and a strong sense of direction, but it also provides a rare advantage:
the freedom to stay aligned with the original idea.

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It resonates with customers who value this understated attitude — people who choose pieces for their coherence, fabrication, and design.

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Distinctions and recognitions

 

Without seeking visibility at all costs, Lubay has received formal acknowledgements for the quality of its work:

• Certified Artisan label – Belgium (national accreditation),

• Jury’s “Coup de Cœur” Prize – Vitrine de l’Artisan (2022),

• VOGUE feature (print + digital, 2024).

 

These recognitions confirm the brand’s singularity without altering its rhythm.

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One brand, one person, one coherence

 

To understand Lubay is to understand the continuity between thought, design, materials, and fabrication.
Each bag leaving the studio-atelier expresses this unity:
a piece conceived and made by the same person, with precision and attention.

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Lubay represents a rare model:
vegan bags made from next-gen materials, produced entirely in Belgium, guided by an independent vision since 2021.