Neda Naef

About Me

I’m originally a Swiss Attorney-at-law. As such, I was working all day at the computer. I wanted to keep a good posture, but had the feeling that it was impossible. In spite of reminders to sit up straight, it felt just too comfortable to hunch forward. That’s where I thought I’d need – be it for myself only – a system that would pull my shoulders back when I slouch, so that good posture can be more comfortable than poor posture. That’s h ow the UpCouture adventure started. It took 2 years of R&D, to find the right system, and then integrate it beautifully in an organic cotton t-shirt.

Sector of Work

Health & Wellbeing, Marketing & Media



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