Play Up

Created in 2004, Play Up is a fashion brand for babies and children, with timeless, minimalist, functional collections and, above all, a strong commitment to nature.
They use natural fibers (organic cotton, linen and hemp) and recycled fibers (from certified suppliers) as raw materials, and are committed to cleaner transformation processes, such as natural dyeing (reducing water, time and energy consumption, with low CO2 emissions), and the adoption of circular design principles in the development of the pieces, such as design for longevity and design to fit children’s growth, in order to reinforce the timelessness and passing on of these pieces from generation to generation.

In addition, the company gives preference to local and certified partners, promotes conscious consumption and has completely eliminated the use of plastic in packaging, promoting the reuse of surplus fabric for packaging and the use of recycled and recyclable cardboard boxes in shipments.

Play Up’s ambition is to become a circular brand, and some initiatives have already been implemented in line with this goal, such as the creation of a parts repair station (inside the factory) and the reuse of dead stock and defective products.