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.