Franzubi
At the intersection of luxury and streetwear culture, one brand is making waves: FRANZUBI. Founded by New Jersey native Francesco Zubiaga, FRANZUBI is more than just a clothing line—it's a representation of Francesco’s journey, creative vision, and his dedication to the relentless pursuit of his passion for streetwear.
By Zuza Gaboush
Station Magazine first caught up with Francesco at the Atlanta Streetwear Market, where he was making his mark among over a hundred other brands. For Francesco, this wasn’t his first rodeo selling clothing at a streetwear event, but it was the first time he’d showcased his brand alongside so many others. The energy was infectious and Francesco’s excitement for getting the opportunity to interact with such a broad community of like-minded individuals was evident. "I loved meeting the people. It means so much to me that someone is wearing what they got from me and I really do appreciate every single customer." The authenticity and quality of FRANZUBI’s pieces definitely caught our eye, so we decided to sit down with Francesco to find out what his relationship is to the world of streetwear as well as the driving forces behind his brand.
Francesco's entry into the fashion world started at a young age. He was drawn to streetwear for its originality of self-expression, a love born out of styling his own looks starting at the age of 15. For Francesco, fashion has always been an integral part of how he expresses his identity. “For me, clothing is the best way to express myself. You can tell how I feel the majority of the time by the colors I wear.”
His journey into curating his own brand began when he landed a job at a local printing company, where he worked for three years. This job was Francesco’s introduction to the world of screen printing, and provided him the opportunity to envision manufacturing his own clothing as a possibility. Francesco credits his boss, Tommy, with providing him the support he needed to embark on the wild yet rewarding ride that is FRANZUBI.
“I give a lot of props to the print shop. I call that place my home- I could stay there for hours.”
It was there that he made his first design—a Bad Bunny rap tee. Francesco sold around a hundred and fifty shirts, and that was the moment he knew he had found his purpose.
“I thought: this is probably my calling. I had been asking myself: what am I on this earth to do?”
This small step towards designing his own pieces gave Francesco the push he needed to start his own clothing company. On December 17, 2020, Francesco created the first design under his company name, and from then on, the rest was history. At first, Francesco operated under the name FZ Designs, but after a year and a half, the brand evolved into FRANZUBI—a blending of the first four letters in both his first and last name.
"The brand is about me. It’s about the genuine person I am. You’re getting my heart in every piece of clothing I touch,"
he says. And it’s true, the authenticity of Francesco’s love and dedication to fashion is woven throughout every piece, alongside its tasteful, modern blending of vintage styles into contemporary looks.
From the beginning, Francesco set out to create a brand that fused luxury and streetwear. His mission was simple: “I want people to wear my clothes, not just because they’re fashionable, but because they represent something deeper. Every piece of hard work I’ve done throughout this life is in this garment. I give my all to this brand.” Francesco’s designs are intentional and striking: the colors, fabrics and quality of his pieces display his commitment to manufacturing clothing that is built to last and inspire. FRANZUBI’s pieces are rooted in comfort, using luxurious materials that still maintain the streetwear edge Francesco loves.
The brand’s logo, a cyber-like symbol represented in tandem with the phrase "Never Ending Legacy," is a combination of both the futuristic and nostalgic components that demonstrate the cyclical and progressive nature of Francesco’s brand. “If you look at clothing, throughout time, it’s always recycling.” For Francesco, bringing back old-school, hip-hop streetwear and revolutionizing these styles into the contemporary trends of modern day streetwear is an ode to the revolving nature of fashion trends. And the combination of his name in relation to these pieces works to infuse his pieces with a personal touch as well: “You’re seeing a part of me from my past turn into something new, the person that I am working on building towards today.” FRANZUBI isn’t just a clothing brand, but a reflection of Francesco’s personal growth and perseverance as well.
"This journey will never stop," he says. "I’ll continue expanding, and FRANZUBI will keep evolving."
As a Hispanic man, Francesco is excited to represent his culture in a space historically dominated by other communities. "I think streetwear has been mostly popular within the black community, especially in cities like Atlanta and Chicago," he observes. Acknowledging the influences and cultural significance of streetwear that has been historically created and popularized by the black community, Francesco is proud to bring his Hispanic heritage into the mix and represent his culture in a way that he finds meaningful.
This desire to merge cultural pride with creative expression comes across in his designs, which often feature bold colors and retro influences. Furthermore, Francesco’s commitment to allowing representation to be broadened to wider communities can be seen in his intention to reach as many people as possible, stating: “I wanna make clothes for everyone. That’s my target audience: everyone. That’s the great thing about fashion- it can be for everybody. It doesn’t matter where you come from or who you were raised by. For me, it’s the feeling of seeing my stuff on other people which brings me joy.”
As his brand grows, Francesco is focused on quality and longevity. Echoed in his logo, A Never Ending Legacy, FRANZUBI is here to stay. Looking up to high-end brands like Fendi, Gucci and Louis Vuitton, Francesco asserts that “...these brands are not into streetwear. They’re starting to adapt into it because of the artists they have behind them. I wanna put FRANZUBI into that conversation. I wanna be one of the greats. I don’t want to be a fashion trend of the moment; FRANZUBI is gonna be a long term clothing brand.”
When it comes to making his pieces, Francesco’s creative process is fluid—at times spontaneous and usually driven by how he’s feeling in the moment. “I believe in simplicity over complexity,” he says. “I think simplicity beats trying to be an outcast. Being able to find peace and show peace in my clothing through simplicity means a lot, and it shows up a lot in my work.”
Even when faced with creative blocks, Francesco finds ways to push through by drawing inspiration from his own life experiences, his past clothing items, and even his family. He candidly reflected on his work ethic, stating,
“Imma be honest, I have a hustler mentality. So whatever state I am in, if I’m able to see my daughter smile and I know my fiancee is good, then I have the energy to keep going. I’ll get up no matter what; I could be sick, half-dead, but I’ll always get up and fight for them.”
When talking about his family or community members that have supported him in bringing his brand to fruition, you can feel the love and admiration that Francesco has for them. "They were there when no one was looking at me," Francesco says. "Big shoutout to my old boss Tommy and my fiancée—they’re the best team I’ve had by my side. And I’ll know I’ve made it when I see that my family is taken care of,” he continues. “I want financial freedom, not millions of dollars in my bank account. I want to make sure my family will be okay off of what I do." The respect for his family and friends is almost as integral to FRANZUBI as the clothes themselves; the love is all there.
When designing pieces for FRANZUBI, Francesco believes that fashion isn't just about looking good—it can also be a platform for making a statement. One of the standout pieces from FRANZUBI’s collections is the “To All My Soldiers” tee, which features a dog tag that aims to send a message of support towards global peace efforts. Francesco’s use of green in the design is a direct nod to the Palestinian plight, with plans for a future drop focused solely on the support of Palestinian rights. Francesco’s use of clothing for political or social messaging represents a longstanding tradition in the streetwear community of using fashion as a form of activism. FRANZUBI allows its customers to not only feel confident in who they are via the quality of its clothing, but to also adorn themselves in messages that align with their belief systems and advocate for important causes.
As he expands his operations, Francesco has recently opened a storage facility, turning it into a place for client interactions and business planning. From his home to his own dedicated space, Zubi’s journey continues to evolve, and his goals remain clear: build, grow, and create.
Looking to the future, Francesco dreams of collaborating with one of streetwear’s most iconic brands: Supreme. His early days as a reseller sparked his passion for the industry, and now, he’s ready to create alongside the legends who structured his passion for streetwear.
"Get your foot through the door and don’t stop," he advises aspiring entrepreneurs. "It’s not easy, but if you stay consistent and put in the work, progress will come. I treat my brand like a 9-5, and now it takes up more of my time than anything else. But I’m okay with that because it’s my dream, and I’m building it for my family.”
For Francesco, the most rewarding part of his brand is seeing others wear his creations, especially those who are most important to him. “I love seeing my family in my clothes,” he says, a smile tugging at his lips. "That’s what makes it all worth it.”
With a vision that’s both bold and personal, Francesco Zubiaga’s FRANZUBI is set to become a staple in the luxury streetwear scene. As he continues to carve out a space for himself in the industry, Francesco is proving that the intersection of passion, culture, and hard work is the ultimate trifecta which originally got his brand on its feet, and are the very components that will keep it growing. Keep an eye out for this FRANZUBI—it's just getting started.
