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OUR STORY & MISSION
PURPOSE. UPPER. MISSION.
Founding Story :
“UpperBags was born in the bustling streets of New York City, but really – it was born in the moment our founder (a new dad navigating a packed subway) watched his wife juggle a crying baby, a stroller, and an overstuffed, sagging diaper bag. There had to be a better way. Why couldn’t one bag handle it all – and still look good?
Tired of seeing moms with aching shoulders and dads carrying flowery tote bags they weren’t thrilled about, our team set out to reinvent the diaper bag. We talked to hundreds of parents about their failed bag attempts, their pet peeves, their “I wish it just…” dreams. We heard things like “I wish it had more pockets,” “I wish my hands were free,” “I wish my husband would carry it,” and “I wish it didn’t scream ‘baby gear’.” We listened.
In 2018, we launched UpperBags with a simple belief: parenting is hard, but your bag shouldn’t make it harder. In fact, it should do the opposite – lighten your load (literally and figuratively).”
Andy & Ce.
Founder, UPPER
Mission & Values:
“Our Mission: To empower modern parents by designing gear that frees you up to focus on what matters. We create bags that let you do less worrying and get more done (or more fun!).
What We Stand For:
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Freedom Through Function: When everything has a place, you gain peace of mind. Our designs are obsessively thought out to make your day smoother. An UpperBag means one less meltdown (yours or the baby’s!) over missing keys or spilled milk.
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Style + Substance: You shouldn’t have to choose. We take inspiration from high fashion and high performance outdoor gear in equal measure. If it’s not both beautiful and useful, it doesn’t make it into our line.
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All Parents Welcome: Families come in all forms. Mom, dad, grandparents, caretakers – whoever you are, if you’re caring for little ones, UpperBags is for you. Our products are intentionally unisex and minimalist, because we’re here to simplify parenting for everyone.
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Quality & Care: As parents, we know little things (like a sticky zipper) become big things when you’re on 2 hours of sleep. That’s why we sweat every detail. We source premium, baby-safe materials (PETA-approved vegan leather and water-resistant performance fabrics), and each bag is tested to withstand real-life use (spilled juice, cookie crumbs and all). We back our products with a 100% happiness guarantee – and a friendly ear for feedback. UpperBags is constantly evolving thanks to the ideas of our parent community.
Why “Upper”? The name ‘Upper’ comes from our mantra of lifting parents up. (It doesn’t hurt that our bags literally sit upper on your back, taking weight off your shoulders!) We believe when parents are supported – when you feel confident, organized, and stylish – you’re on the up and up. You can be a better parent, partner, and person.
Our Community: Today, over 700,000 moms and dads (and counting) carry UpperBags. We’re humbled to be a small part of your journeys – from your baby’s first outing to that toddler trip to Disneyland. Every photo you share with #UpperFam inspires us to keep innovating. We’ve seen our bags used as hospital go-bags, laptop bags, travel carry-ons, even gym bags. That tells us we’re succeeding in our goal: creating life bags, not just diaper bags.
“At UpperBags, we often say our bags are “built for baby, but made for you.” Yes, we stash your wipes and bottles, but ultimately it’s about you – the parent, the person. We want you to feel a little more free, a bit more in control, and a lot more yourself as you navigate the beautiful mess of parenthood. If our bag can give you that tiny confidence boost on a hard day – that feeling of “Okay, I got this” – then we’re achieving something even more rewarding than any product could deliver.
Thank you for letting us be a part of your journey. We’re here cheering you on (and holding your stuff while you chase that toddler down the sidewalk).
With love and understanding,
The UpperBags Team”