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A fresh new start for Play Up

Play up surprises us with a brand-new identity, staying true to itself : play and have fun.

The new collection SS18 of Play Up comes with a new brand image, representing the crystallization of its true identity. Back to basics is the philosophy behind this change. The brand returns much more confident to its core values: high quality on materials and finishing, original design and thorough attention to detail, combining all this with a contemporary and cosmopolitan aesthetics. Framed on a new brand image, and keeping the roots in Portugal, this collection brings together the long experience and know-how with the personal touch of a real team of creative mothers.

The children's line was founded by a Portuguese family with a strong background in the textile industry. The parenthood that all the family members experienced more than once took the professional activity to a different level. That’s how Play Up came to life 12 years ago, combining all this know-how with a personal and passionate view on the childhood and the process of growing up, and how all this is connected with the daily act of choosing an outfit.

Each collection is the product of a greatest commitment, as Play Up do with everything that concerns children: looking for the best materials, studying the design very thoughtfully and personally following up all the production details, always with an eye on the trends.

The brand will be at Playtime Paris, Berlin and Tokyo this summer, stay tuned !


A new brand identity for Play Up
"As mothers and fathers, we know: for our children, nothing but the best!" Play Up founders
New logos :