Play Up is the Kids Clothing line that made us fall in love immediately. The meeting at Pitti Bimbo was a love at first sight, like recognizing a missing piece that would enrich our company. Dressing Play Up is simply being yourself ... since childhood, with nothing more than natural references and colors that give the fabrics even more softness.

Play Up

Hula Shop Clothing




Discover our brands:


The latest from the Hula Blog

Boboli Spring/Summer 2026: colors, lightness and style for the little ones

The new Boboli Spring/Summer 2026 collection brings color, lightness and natural materials to accompany children on the brightest days of the year.

Read...


Spring/Summer kids 2026: a guide to the season's colors, materials and trends

The Spring/Summer 2026 season opens with new inspirations dedicated to the children's world: fresh palettes, lightweight materials, and an increasingly focused approach to comfort and freedom of movement.

Read...


The 7 mistakes to avoid when buying children's clothing online | Hula Shop

Discover the 7 most common mistakes parents make when buying children's clothing online. A practical guide to avoid returns, wrong sizes, and unnecessary purchases.

Read...