The story behind Blubbl

Blubbl started as a frustrating shopping trip. Two of us were trying to replace a t-shirt that had finally died after a decade — and we couldn't find one we liked, in the weight we wanted, that didn't cost a small fortune. Most options were either fast fashion or aspirationally priced. The middle had vanished.

Why a brand, not a project

We started by trying to source one specific shirt for ourselves. That turned into talking to factories, then into commissioning a small run, then into people asking us where they could buy one too. By the time we shipped our hundredth order out of a spare bedroom, it had become obvious that this should be a real company rather than a hobby.

What we wanted to do differently

We had two rules: only make things we would buy for ourselves, and tell the truth about how they're made. That sounds simple until you start writing product descriptions. It is easy to gloss over the small compromises every brand makes — we try not to.

We are still small. There are five of us, two of whom also do the customer support emails. If you've ever had a reply that felt a little too personal, that is why.

What we're working on now

Doubling the catalog without losing the muscle that says no to most things. Setting up a real returns process now that we have enough volume to warrant one. And — slowly — moving production for our heavyweight tee back to Europe, after a year of pricing exercises that finally make that possible.