Meet Jubi
Based in Tofino, we are a brand with a love for natural fibers and slow fashion. Our journey began with a commitment to quality and sustainability, crafting pieces that reflect our values and your individuality.
Every item is handcrafted with love and care, from design and fabric selection to small-batch in-house production and quality assurance. Our thoughtfully designed, versatile staples are meant to feel as good as they look, inviting you to express yourself every day.
We can't wait for you to experience the joy of wearing Jubi.
Sage
Role: Founder, Designer & Seamstress
Sage started Jubi in 2020 with a sewing machine, a few rolls of fabric, and a love for well-made, thoughtful clothing. She named the brand after her Danish mother-in-law's favorite saying, "Jubiiiiii!" (think yippppiieee—but usable in just about every situation, and just as cute as it sounds).
A little about Sage:
What’s your go-to sewing tool you can’t live without?
Definitely a bias tape maker—so useful, so easy, and honestly kind of fun to use.
Do you listen to anything while you sew?
I think about this all the time—I should really listen to educational podcasts or audiobooks… but I’m usually watching reruns of my favorite TV shows, something I only have to pay half attention to. Occasionally, a good silly podcast too.
What’s your favorite piece to sew?
Hmmm, it changes. I have a soft spot for watching any of our patchwork pieces come together—they're also the only pieces I won’t let anyone else sew, haha. I’m possessive over them! But there’s something really satisfying about sewing a pair of boxers too.
Katelyn
Role: Seamstress
With a love for fashion, design, and styling, Katelyn has an eye for how garments come together. She’s been sewing for Jubi for a year and especially enjoys the technical side of pattern-making and garment development. When she’s not behind the machine, she’s studying biology - bringing the same curiosity for how things are made to the natural world around her.
A little about Katelyn:
What’s the most satisfying part of sewing?
Watching a piece of fabric come together into something totally new. But also, there’s no better feeling than seeing someone wearing a piece you made with love and care.
What’s your ideal weekend?
Camping on the beach with my partner and a small group of friends. Surfing all day, trading waves, and cooking meals on the sand - especially in the summertime - is my perfect way to spend a weekend.
What are your hobbies or skills outside of sewing?
I have a background in biology with a focus on marine ecosystems and conservation. Studying the ocean has given me a deeper perspective on our impact on the world, especially on Vancouver Island, where the water is such a big part of daily life.
Carmen
Role: Seamstress
A lifelong maker, Carmen has explored just about every textile craft - hand embroidery, knitting, even hand-built clay. She’s been sewing for years, but she’s been part of the Jubi team for one. When she’s not sewing up Jubi pieces, she works as a product manager at a local surf shop, surrounded by the ocean and the creative energy of Tofino.
A little about Carmen:
Three words to describe your sewing style?
Chaotic, hyper-focused serenity. (I.e. Don’t expect me to eat or drink a thing while I'm sewing, but I’ll be happy as a clam.)
What’s your ideal weekend?
A baby-wave surf session, brunch with my girlfriends, and a good craft—preferably all in one day.
Song or album on repeat?
The Mamma Mia soundtrack, plus any and all ABBA remixes.
MADE IN TOFINO, BC, CANADA WITH SUSTAINABLY SOURCED ORGANIC FABRICS.
