SoYoung designs eco-conscious bags and accessories for modern, on-the-go families from its studio in Toronto, Canada. Its mission is to create quality products that delight, inspire and enhance the lives of our customers by elevating the design of everyday items.
The company was founded in 2006 by Catherine Choi, around a diaper bag concept as she searched in vain for something that me her needs as a new mother. In 2010, SoYoung launched its line of Lunch boxes and cooler bags, which expanded to include backpacks the following year. As the line has grown, the company has maintained its singular focus on creating beautifully designed products in sustainable fabrics that present a refined alternative to cartoon characters and busy 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 line and inventory.
Awareness of the brand has grown steadily, largely through the enthusiasm of sophisticated retailers and bloggers who quickly warmed to SoYoung’s unique aesthetic as well as numerous celebrities and their children. Fans who have been photographed with the products include Jessica Alba, Heidi Klum, Sarah Jessica Parker, Halle Berry, Tobey Maguire, Britney Spears, Minnie Driver, and celebrity stylist Rachel Zoe.