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To rething clothing, reinvent it, invent it, because Elegance and Sex-Appeal come from within,
Imagination, creation and new technology combined in a precise and unique savoir-faire, because fashion can bring more than a garment,
The t-shirt rethought, redone and created, so that it is not a t-shirt but the Up T-shirt,
These are the basics of the UpCouture vision.
In the beginning, one person, Neda Naef, an attorney-at-law by profession, chose a cause at once creative, aesthetic and far-reaching.