We build a new consumption model that works better for our children's health and our planet.
Our Mission
Our mission is to make it easier and more accessible for all moms to make mindful choices, starting with baby clothing. We’re here to help you spend your money in a way that works better for your health and our planet. You’re getting adorable clothes for your baby while saving money, reducing clutter and helping to protect our planet at the same time.
The Easiest and Most Sustainable Baby Wardrobe Solution
Take the Guesswork Out
Parents always want the best for their children, but don’t have time to do in-depth research and make well-informed choices on every single issue. This is why, to form our sets, we have developed a proprietary scoring model to curate the healthiest fabrics for baby skin and best-performing brands on sustainability criteria.
We Have Developed a Proprietary Scoring Methodology to Assess Clothing Products Across Four Key Sustainability Dimensions
UpChoose Scoring Model
Health and well-being
The softest and healthiest fabric, certified organic and free from harmful chemicals
Social Impact
Ethically-sourced at fabric and manufacturing stages
Environmental footprint
Low footprint materials and processes at fabric and manufacturing stages
Business model
Transparent and responsible business practices
Get the Best Fabrics
All the clothes inside the UpChoose set are 100% made of organic cotton and certified by the Global Organic Textile Standard (GOTS), the world’s leading processing standard for textiles made from organic fibers. Organic cotton is grown naturally and sustainably, without herbicides, pesticides or any other harmful chemicals.
Better for You
No use of toxic chemicals
Better for Producers
Producer groups have Fairtrade or decent work policies
Producer groups encourage women participation
Producer groups grow crops for additional income
Better for the Planet
Less global warming effect
Less water consumed
Less energy used
Compared to conventional cotton
Source: Textile Exchange (
Save Money
We know how overwhelming parenting is, so we designed UpChoose to save you time and money, and offer you a joyful and hassle-free way to adopt a more sustainable form of consumption by receiving at your doorstep, at each phase of your baby’s growth, a curated set of essential, healthful baby clothing. By getting the right amount in the first place, and returning the clothes when your baby grows, you pay less and avoid having money sleeping in your closet.
The UpChoose Model is Built on Three Key Pillars
Sustainable Consumption Model
Right Quantity
The right amount of clothing you need for each phase of your baby’s growth
Best Quality
The best quality and the healthiest fabric for your baby’s skin
Thoughtful Behavior
Cash back while reducing clutter and waste when re-selling after use
Reduce Clutter and Waste
When your baby outgrows your first set, you can re-sell it on our platform and order the next one new or pre-loved at a discount from another family. By doing that you end up spending less money on products you will use for a short amount of time only, while avoiding clutter and helping to protect our planet at the same time.