NO RULES.
ONLY EXPERIMENTS.

The danger when two friends get together to bandy about a business idea is that it takes off, and you become coparents to a new business baby.

So it goes with UBU. It started with hats. We saw a glaring hole in the market for hats our kids would want to wear (we have a rabble of five between us). Hats that ticked multiple boxes: high quality, cool (can mums say cool?) and designed to be personalised with pins, patches and badges.

Long story short: we fell hard and fast down the rabbit hole.

Somewhere between "let's make hats" and reality, we became obsessed with getting it right. Ten months and two trips to China later, we had it — our dream bucket hat and the ideal cap. (It's not lost on us that getting UBU off the ground took longer than human gestation.)

Gaining speed (likely the cause of Sally's stack down the stairs at Shenzhen train station and narrowly surviving a trampling by the sheer padding of bags of fabric samples), our UBU adventure quickly revealed something essential: we loved the creative process. What we'd envisioned for hats quickly spilled beyond — kicking down the door to a bigger world of experimentation and pure creative joy. We realised the audience wasn't just kids – it was self-expressionists of every age.

A cap and a bucket hat became a whole world. Charms, brooches, rings, bags — pieces to mix, match and forge your signature look, with the freedom to remake it daily.

Welcome to UBU. Beige and boring are best left at the door.