UpChoose is a practical philosophy project that imagines and develops pathways to a more thoughtful consumption model.
The world’s population consumes the equivalent of 1.7 planets a year. If population and consumption trends continue, this figure will rise to 2 planets by 2030, which puts us - and our children - on a highly unsustainable path. We know we need to transition to more sustainable modes of consumption, and we believe this creates an exciting opportunity to design superior models that lead to better outcomes in our lives.
We build seamless solutions around transition moments in life as a stepping stone to a better consumption model and we are starting from the beginning: babies. Our first area of focus is clothing, and our first release is Cocoon, a sustainable baby clothing service.
Our Vision for a Sustainable Future
Transitioning to sustainable modes of consumption is a health and science-driven necessity for all, not a moral imperative for the conscious ones only.
This transition can lead to significantly better outcomes in our lives, and need not be at the expense of our convenience, wallet or wellbeing. However, high barriers related to knowledge, affordability and convenience are still making it almost impossible for many of us to make sustainable choices.
UpChoose is designed to empower people to graduate to better forms of consumption.
The UpChoose Model is Built on Three Key Pillars
Sustainable Consumption Model
Right QuantityWe identify situations where we can determine a need and how to address it with a set of essentials, offering peace of mind and tackling overconsumption upfront. i
Best QualityOur proprietary model leverages augmented intelligence to assess products across various categories (e.g. health, wellbeing, ethics, environment, business). Only products with high scoring are retained in our final selections. i
Thoughtful BehaviorUsers are part of a community and can adopt circular behaviours (e.g. reselling a set of premium baby clothing to another family expecting a baby) which solves for budget constraints and grows the addressable market for sustainable solutions. i
We leverage science and technology to perform in-depth assessments of products across the most important sustainability categories, to ensure our products and services offer the highest sustainability standards.
We Have Developed a Proprietary Scoring Methodology to Assess Products Across Four Key Dimensions
UpChoose Scoring Model
Health and wellbeingThe softest and healthiest fabric, certified organic and free from harmful chemicals
Social impactEthically-sourced at fibre and manufacturing stages
Environmental footprintLow footprint materials and processes at fabric and manufacturing stages
Business model and philosophyResponsible and transparent business practices
Our in-depth analysis covers information at the product and at the company level, and we use data form the following sources:
Scientific Research: We reviewed the most recent and authoritative scientific research on the health, social and environmental impact of textile and apparel to extract data estimates that allow us to compare the impact of various fabrics or chemical processes. We also review certification standards in details to assess the level of comfort we can derive from each. You can find our research library here.
Company Information: Communicated and reported by the company on their website, on their reporting documents, and we engage directly with the companies to better understand their practices and processes.
Public Information: Available on the products and companies online, from press articles to customer reviews and third-party databases.
We leverage advanced technology to collect and interpret this data, and then turn it into a scoring model that combines all the metrics and categories to allow us to determine a scoring range from which we can select the highest-performing products and companies for our collections.
We look at sustainable consumption in a holistic manner and design a model that is better for our health and our planet, without asking you to sacrifice your lifestyle or your finances.
We believe a higher form of consumption cannot be achieved by only shifting to healthier or greener products, but requires an approach that combines better products and better behaviours. Through this approach we can bring to life solutions that are not just sustainable, but are also more convenient and affordable for consumers.
Our model allows you to spend your money more efficiently by adopting circular behaviours like re-selling your products when your baby has outgrown them or buying a pre-loved set of products. By doing so, you unlock a no-waste cycle where products are used according to their lifetime value.i
Old (Linear) Consumption Model
- Ownership (pay to own)
- Planned obsolescence (short lifetime)
- Single user
- Selling a product
- High waste
New (Circular) Consumption Model
- Usership (pay to use)
- Lifetime value (built to last)
- Multiple users
- Selling a service
- Low waste