The story behind SoYoung
Meet the brand behind your favourite linen lunchboxes, backpacks and cooler bags.
The SoYoung story starts with a woman named Catherine Choi. Having experienced a long, deeply personal journey of healing – we’ll let her tell you, right here – Catherine countered an ‘overwhelming sense of unworthiness’ with the pursuit of a greater vision. That vision is SoYoung.
Catherine founded SoYoung in 2006, after struggling to find the perfect diaper bag to suit her needs as a new mum. Four years later, she launched a collection of lunchboxes and cooler bags and, the following year, backpacks – all made from the same natural fabrics and decorated with unique designs by SoYoung’s team of artists.
On a mission to add beauty to the everyday, SoYoung’s range features cute, quirky and colourful designs, available in lunch boxes, cooler bags and backpacks big and small.
No matter what your child is interested in – cute animals, dinosaurs, cars or rainbows (to name just a few!) – they’ll fall in love with SoYoung’s range of designs. But we parents love them too. We love that we can buy a range of lunch essentials in matching prints, and coordinate them to each child. Hello, easy mornings (and easily identified lost belongings!).
Matching fun with functionality, SoYoung products are designed with kids – and their parents – in mind. They also feature easy-clean inserts, machine-washable raw linen fabrics and various carry options to make SoYoung’s range appealing to everyone.