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In 1979, Up! began as a private label supplier of women's sportswear to major retailers in North America. As a natural progression, they decided to develop their own line, which led to the creation of Up Pants in 2016.

Since then, this brand has experienced consistent growth each season. At present, they offer a complete collection of stylish outfits that combine refined fabrics, sophisticated prints, and impeccable tailoring to deliver an inspiring fashion experience. Its aesthetic is both timeless and in line with the latest trends, ensuring that every piece created prioritizes comfort as its core element.