A small brand
with clear rules
Jup Apparel Inc. is a company registered in the State of New York. We've been making everyday clothing since 2016: a deliberately small range, factories we work with directly, and honest descriptions of what each piece is made of and what it costs.
It started with one t-shirt
In 2016 our founders, Maria Levin and Tom Okanor, spent six months looking for a plain white t-shirt that wouldn't lose its shape after the fifth wash. They never found one — so they made a hundred themselves, at a factory outside Porto they visited in person.
That first batch sold out in three weeks through friends and Instagram. The range has grown to 28 styles since then, but the principle hasn't changed: few pieces, honest descriptions, and no "premium luxury quality" filler in the copy.
Today the company has 19 people. The office, showroom and warehouse all share one building in SoHo, which means we're accountable for the product, the packing and the delivery date alike.
How we work
A small range
28 products instead of three hundred. We can describe every one from memory and we know how it behaves after a year of wear.
Direct contracts
We work with two family-run factories, with no agents and no subcontracting. We audit working conditions in person every six months.
Honest copy
Each description lists the composition, fabric weight and country of manufacture. We don't call it an "innovative material" when it's ordinary cotton.
No dark patterns
No auto-renewing subscriptions, no hidden fees and no "2 minutes left" countdowns. The price on the shelf is the price in the basket.
Come in and try things on
Our showroom is on the ground floor of our SoHo building. Every in-stock size is there, along with fitting rooms — no appointment needed, just drop by during opening hours.
- Address 214 Lafayette Street, Suite 5B, New York, NY 10012
- Weekdays 9:00am–6:00pm ET
- Saturday 11:00am–5:00pm ET
- Sunday Closed
- Nearest subway Spring St (6), Broadway–Lafayette St (B, D, F, M)
Company details
We publish the full company details on every page of the site, so you always know who you're entering into a contract of sale with.
| Registered name | Jup Apparel Inc. |
|---|---|
| Entity type | Corporation, State of New York, USA |
| Year founded | 2016 |
| Registered and trading address | 214 Lafayette Street, Suite 5B, New York, NY 10012, USA |
| Phone | +1 (212) 555-0142 |
| General enquiries | [email protected] |
| Customer support | [email protected] |
| Press and partnerships | [email protected] |
| Opening hours | Mon–Fri 9:00am–6:00pm, Sat 11:00am–5:00pm ET, Sun closed |
The contract of sale is concluded with Jup Apparel Inc. Purchase terms are set out in our Terms & Conditions, and how we handle personal data is described in the Privacy Policy.
See what's in stock
28 styles listed with composition, fabric weight and availability by size.