Play Up
Play Up is a Portuguese baby and childrenswear brand whose collections are created and produced in northern Portugal. It focuses on craftsmanship, durable design and circularity, and sells to retailers and through its own online store.
| Origin | Northern Portugal |
|---|---|
| Category | Baby and childrenswear |
| Trade fair | Pitti Immagine Bimbo |
| Sustainability | Embracing Circularity series |
| Website | playupstore.com |
What is Play Up?
Play Up is a childrenswear label from Portugal, with collections designed and produced in the north of the country. It presents itself through an emphasis on materials, artisanal craftsmanship and the authenticity of handmade production.
Products and positioning
The brand covers babywear and clothing for older children, including:
- Dresses, shirts and trousers
- Knitwear and denim
- Jackets and sportswear
- Socks and babywear
Alongside its main lines, Play Up runs an eco collection. Its Embracing Circularity series focuses on more responsible making, reusing existing resources and designing durable pieces that can be passed between generations. Its spring and summer 2027 collection, Loom Tales, was developed with artist Célia Esteves of the Rug by GUR project.
Distribution
Play Up exhibits at Pitti Immagine Bimbo in Florence, where it presents its collections to international retailers, and sells directly through its own online store.
Why it matters
Play Up reflects the strength of northern Portugal as a production base for European childrenswear, and the growing role of circular design in the category.
Frequently asked questions
Where is Play Up from?
Play Up is a Portuguese brand whose collections are created and produced in northern Portugal.
What does Play Up sell?
Play Up sells clothing for babies and children, including dresses, knitwear, denim, jackets and socks.