SoYoung creates lifestyle bags and accessories for modern families from its studio in Toronto, Canada. Its mission is to add beauty to the everyday moments of parents' lives by elevating the design of essential items.
The company was founded in 2006 by Catherine Choi around a diaper bag concept, as she searched in vain for something that met her needs as a new mother. In 2010, the company launched its first collection of lunch boxes and cooler bags, which was expanded to include backpacks the following year. As the collection has grown, SoYoung has maintained a singular focus on creating beautifully designed products in natural fabrics that present a refined alternative to licensed cartoon characters and floral 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 and updated collection.
Awareness of the brand has grown steadily, largely through the enthusiasm of sophisticated retailers and bloggers who quickly warmed to SoYoung’s unique aesthetic. The products are now sold in over 500 locations across North America including select Whole Foods Markets, Nordstrom and Indigo Books.
SoYoung is also expanding globally through distribution agreements in Australia, Korea, The Netherlands, Malaysia, Mexico, Singapore and The Philippines.
About the Founder
Born in Montreal, Catherine SoYoung Choi (SoYoung is Catherine's Korean name) moved to Toronto in 1997 to pursue a career in the financial world, and had never dreamed of being an entrepreneur before having children. With no design experience but a strong vision to create a more functional diaper bag that was also stylish, Catherine designed her first bag and launched the business from her home in 2006.
An avid learner and enthusiastic supporter of like-minded businesses, Catherine engaged a community of women entrepreneurs to help her navigate the murky waters of manufacturing, marketing and selling her products, gradually building the company into what it is today. SoYoung is now a true family affair with Catherine’s husband Jeremy having stepped in to a senior role, and new products being constantly tested in the field by her 3 children - who also have gained a fair bit of modelling experience!