Upside Down with no added sugar!
no added sugar is a luxury and modern kids wear brand born in 2001 UK. The seasonal collections from newborn to age 12 years sit alongside the heritage collection of T’shirts, playsuits and denim of which are known as The Classics.
Innovation, originality, quality and exceptional customer service are the key core brand values.
The creator of the project is Deborah Medhurst, as a mother for the first time, Deborah despaired at the lack of stylish baby wear and was inspired to bring a bolder more energetic aesthetic to the market.
From an interior design and later, party background, creating the infamous London clubbing brand Pushca at the beginning of the acid house scene, her design principles brought a new edge to kids wear.
Natural compositions are focus as it is the comfort of the wearer. The brands ethos is to create modern witty piece with easy care from premium fabrics.
Manufacturing is predominantly European bringing a longevity and quality to a disposal market.
The collection is sold at Harvey Nichols, Harrots and Barneys New York and also through the web store.
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