We build a new consumption model that works better for our children's health and our planet.

UpChoose Sustainability model

Our mission

We create services that eliminate excess and waste by reconnecting us with what we truly need while improving access to natural and healthy products. We focus on key life moments and we start at the beginning: birth.

Reduce excess

At UpChoose, we believe the best way to solve a problem is to not create it in the first place. So we designed a service that sends you what you truly need and helps you avoid excess. Fewer shipments, less clutter, less waste.

We Select Partner Brands Based on an In-Depth Sustainability Assessment

UpChoose Sustainability Framework

Social Impact

Ethical manufacturing and empowering working conditions


The softest and healthiest organic fabrics for baby skin, free from harmful chemicals

Environmental Footprint

Low footprint materials, manufacturing processes and waste management practices

Business Practices

Transparent, inclusive business practices and pricing

Sustainable fabrics

Babies are much more sensitive to what we put on their skin, which is thinner and more permeable than adults.⁠ All the clothes inside an UpChoose set are curated from premium organic brands certified by the Global Organic Textile Standard (GOTS), the world’s leading processing standard for textiles made from organic fibers.

Better for Babies

No use of toxic chemicals

Higher-strength and durability


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 (aboutorganiccotton.org)

Smart behaviors

UpChoose makes sustainability and parenting easier: you receive the clothes you need at home when you need them and return them when your baby grows. You pay less for sustainable and organic baby clothes while saving time, reducing clutter and waste. You pioneer a model making sustainability more affordable and more inclusive.

The UpChoose Model is Built on Three Key Pillars

A Sustainable Consumption Model

Right Quantity

The right amount of clothing you need for each phase of your baby’s growth

Sustainable Quality

The best quality and the healthiest organic fabrics for baby skin

Smart Behaviors

Using items for the time you need them and enabling reuse to lower prices and reduce waste

Shared benefits

UpChoose is a shared benefits system. By adopting more sustainable behaviors, you create benefits for yourself and others at the same time. When you care for the items and make it possible for the next family to use them, you pioneer a model where everyone has easier access to the best quality while helping to protect our planet at the same time.