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UP is a UK-based active and loungewear brand that positions itself as a direct counterpoint to fast fashion. The company operates with a sustainable mindset, focusing on producing high-quality, durable garments designed to be worn more and washed less. Its collections feature eco-friendly materials like recycled fabrics and organic cotton, enhanced with technologies such as Polygiene™ StayFresh to reduce odour and extend the life of the clothing between washes. This approach aims to conserve water and energy while providing longer-lasting apparel.\n\nAll garments are ethically handmade in small batches by traditional craftspeople in Portugal, in factories that are WRAP certified. This small-batch production model, with runs as small as five pieces, is a core part of the brand's strategy to avoid overproduction, landfill waste, and a culture of returns. Products like their seamless leggings, base layers, and active bras have received accolades from publications such as Women's Running Magazine, highlighting their performance and design. By committing to responsible sourcing, fair labour, and mindful production, UP appeals to consumers seeking unique, high-performance activewear with a transparent and ethical background.