OUR STORY

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OUR MISSION

SoYoung is a Canadian brand of elevated lunch bags on a mission to make packing your lunch sustainable, stylish, and self-empowering.

Designed for the wellness-focused woman and parent, our bags feature a minimal aesthetic and thoughtful features like removable insulated inserts, messenger straps, and accessory pockets.

OUR STORY

SoYoung believes that planning and prepping lunches can lead to incremental change in all areas of one’s life, from making better dietary choices to improving your finances and reducing your environmental footprint.

Our mission is tied closely to the personal journey of our founder Catherine Choi, who overcame a serious addiction to heroin in early adulthood. Catherine’s recovery led her to a wellness focused lifestyle that includes meditation, exercise and healthy eating - habits that have been essential to her success as an entrepreneur.

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OUR HISTORY

Launched as diaper bag brand in 2010, SoYoung quickly added linen lunch bags and backpacks that were embraced by parents seeking a sophisticated alternative to licensed characters and polyester bags.

In 2018, SoYoung expanded its adult offering with the launch of the Lunch Poche, which lead to partnerships with key retailers such as Anthropologie, Indigo and Williams-Sonoma. 

MEET CATHERINE

Hello! Over 20 years ago, I got clean from a drug addiction which started me on a quest of personal healing that continues to this day.

That quest is what propelled me to start SoYoung; I had lived a good portion of my life believing in my own lack, with an overwhelming sense of unworthiness. The only way I found to counter this belief was to have the courage to think bigger, believe in my own potential and pursue a greater vision. SoYoung has become the vehicle through which I tap into my inner resilience and continually push past the boundaries of what I think I'm capable of.

It is my deepest hope that our products serve to empower others to overcome their own limiting beliefs and access the courage necessary to pursue their own best life.

Read Catherine's story here

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