A Filipina entrepreneur in Belgium has found a niche in the fashion industry with designing and production of eco-friendly luxury items.
Soho Francotte, a woman making waves in the fashion industry with handbags crafted from grape skin and apple waste.
Her eco-conscious luxury brand, Lubay, launched in July 2021, has gained recognition that she was named a finalist in the Belgian Vegan Awards 2024 under the Best Fashion & Lifestyle category.
Franchotte’s success has been a journey filled with reinvention, challenges, and an unwavering commitment to ethical craftsmanship.
A Creative Pivot: From Music to Ethical Fashion
Before Soho became a fashion entrepreneur, she was a musician performing across Europe. But when the pandemic brought live events to a standstill, she faced an crossroad in her career.
“Lubay was born during the lockdown. I suddenly found myself unable to perform, and I needed to explore something new—something that remained creative and meaningful,” she recalls.
Without a background in fashion or business, Soho taught herself everything she needed to know such as pattern-making, sewing, and sustainable design. What started as a personal project soon evolved into a full-fledged brand that prioritizes aesthetics, responsibility for environmental conservation, and craftsmanship.
Vegan Fashion: Why Grapes and Apples?
Soho knew from the start that if she was going to create handbags, they had to be different — not just in design but in impact on clients.
“I wanted to create high-end handbags without harming animals or the planet. Leather production has a massive environmental footprint, from deforestation to water pollution. So, I looked for materials that could offer the same elegance and durability as leather but without the ethical and environmental costs,” she explains.
That search led her to grape skin leather and apple waste-based materials like Leap® — two innovative, European-made, and certified vegan materials that look and feel luxurious while staying true to her values. Every Lubay bag is handcrafted in Belgium, ensuring quality and minimizing waste.
The brand also ships worldwide, including to the Philippines, allowing customers across the globe to access its eco-conscious products. This commitment to ethical production has set Lubay apart from other brands in the sustainable fashion space.
The Challenges of Building a Sustainable Brand
Building a sustainable brand from scratch came with its fair share of obstacles. Without external funding, Soho had to navigate uncertainty, from sourcing high-quality materials to predicting customer demand.
“The biggest challenge is uncertainty. There are no guarantees — whether in sales, product reception, or even color preferences,” she shares. “But mistakes happen, and they are necessary to grow.”
Despite the hurdles, Lubay has gained international recognition, and was featured in Vogue. But for Soho, the most rewarding moment is seeing customers return for a second or third bag — proof that people value her work.
A Filipina’s Global Influence
Though she was adopted in Belgium as a baby, Soho remains deeply connected to her Filipino heritage. She admires the Philippines’ culture of craftsmanship and resourcefulness — values that influence her work today.
“My biological family is Kalinga, and Kalinga weaving and tattoos are gorgeous examples of creativity. Filipinos have an incredible ability to create beauty from what’s available, and that’s something I bring into my designs.”
Despite never having had the chance to visit the Philippines, Soho holds a deep longing to reconnect with her roots. “It’s something I deeply hope to do one day,” she shares.
She has also noticed an increasing number of Filipinos embracing entrepreneurship in Europe, from artists to restaurant owners.
Her advice to aspiring business owners?
“Start small, but start strong. Sustainability isn’t just about materials — it’s about building a business that lasts with integrity. The road won’t always be easy, but authenticity and dedication will take you far.”
What’s Next for Lubay?
Lubay is steadily growing, reaching customers across Europe and beyond. While Soho envisions expanding internationally, she remains committed to doing so sustainably.
“We are growing slowly and steadily. Expanding internationally is a natural next step, but in a way that remains aligned with our values — no overproduction, no fast scaling, just sustainable growth.”
As she continues to research next-generation materials and refine her designs, Soho’s mission remains clear: to push the boundaries of conscious fashion while proving that ethical luxury is possible.
For those looking to support sustainable fashion, her message is simple: “Invest in conscious brands, spread the word, and support ethical fashion. Every purchase, every share, and every conversation helps move the industry forward.”
By transforming discarded fruit waste into luxury handbags, she’s not just redefining fashion — Soho is proving that sustainability and style can go hand in hand.
Lubay stands as proof that ethical fashion can be luxurious, innovative, and deeply personal. As she looks ahead, her vision remains firm: to inspire a shift toward conscious consumerism, proving that sustainability and elegance can coexist. — BAP, GMA Integrated News
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