In an era where consumption is increasingly questioned, the brand UPP emerges from a clear and straightforward concept: choose less but gain more meaning. Under the brand tagline Less is Cool, this is not just a slogan but a mindset that guides the brand from the production process to the end-user experience.

UPP is a new lifestyle brand under SB Design Square that repurposes leftover materials from factories, including wood, metal, stone scraps, and fabric, through a complete re-design process.
This is not traditional recycling; it is about "defining something new from what people overlook."

Core Concept of UPP

Not recycled – redesigned
UPP believes that merely "recycling" is not enough. What the brand does is redesign leftover materials to give them greater value in terms of functionality, aesthetics, and lifespan.

Thus, Less is Cool means:

  • Using fewer materials but thinking more.

  • Eliminating the unnecessary, leaving only what is truly functional.

  • Sleek design that is anything but ordinary.

Featured Product: Round Hanging Shelf Lav A

One of the items that clearly reflects the brand's DNA is the Round Hanging Shelf, Lav A.

Product Details

  • Size: Width x Depth x Height 43.6 x 14.6 x 43.6 cm

  • Shape: Round, balanced, easy on the eyes.

  • Color: Pastel Cream, soft and simple, suitable for various home styles.

  • Usage: Wall-mounted, can be used for storage or as a decorative piece.

  • Price: 199 Baht (excluding shipping costs).

Lav A is designed to be more than just a shelf; it is a small element that helps organize the rhythm of your home walls, making them look tidy and full of character without complicating the space.

Who is UPP For?

UPP is perfect for those who:

  • Are looking for home decor with a story, not just aesthetics.

  • Believe in the value of resourceful usage.

  • Appreciate simple, stylish designs that last and are not trend-driven.

Thus, UPP is not just a product; it represents a new perspective on living that intentionally chooses "less" to achieve "more" in the long run.

For more information: https://www.instagram.com/upp_less_is_cool/