Kids love all things bright and loud while their parents might prefer a more subtle touch. FUB safely skirts this issue: The Danish label only uses eco-certified fabrics to manufacture its plain, yet colourful unisex fashion for kids aged 0-6. Their prime premise: ease of use and wear. “Kids want to clothes that won’t stop them from scaling trees or building houses”, states designer Anne-Sofie Olrik. And she helps them to look cute on their adventures.