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The brand


Play Up is a childrenswear brand created in Portugal in 2004 by Etfor, a textile company with more than 20 years experience in the manufacture of baby clothes and childrenswear. 


Play Up deals with all development phases of the product from its own factory, taking it from design to quality control through the processes of prototyping, tailoring, production and packaging.


By following the latest trends in kids fashion and manufacturing their products in Portugal, Play Up ensures quality clothing for boys and girls from 3 months to 14 years.




The brand's concept

PLAY UP means freedom, fun and comfort. The brand’s concept is inspired by a child’s universe – the rhythm, energy and thrill of the everyday lives of children. PLAY UP jumps into this universe with practical and casual garments which perfectly adapt to the rhythm of even the youngest children.