SoYoung creates lifestyle bags and accessories for modern families from its studio in Toronto, Canada. Its mission is to add beauty to the everyday moments of parents’ lives by elevating the design of essential items.
The company was founded in 2006 by Catherine Choi around a diaper bag concept, as she searched in vain for something that met her needs as a new mother. In 2010, the company launched its first collection of lunch boxes and cooler bags, which was expanded to include backpacks the following year. As the collection has grown, SoYoung has maintained a singular focus on creating beautifully designed products in natural fabrics that present a refined alternative to licensed cartoon characters and floral prints.
In 2014, SoYoung partnered with Jessica Alba’s The Honest Company on a limited edition lunch box which sold out in less than 8 days. The partnership was revived for 2015 with an expanded and updated collection.
Awareness of the brand has grown steadily, largely through the enthusiasm of sophisticated retailers and bloggers who quickly warmed to SoYoung’s unique aesthetic. The products are now sold in over 500 locations across North America including select Whole Foods Markets, Nordstrom and Indigo Books.
SoYoung is also expanding globally through distribution agreements in Australia, Korea, UAE, Mexico, New Zealand, Poland and The Philippines.