UP specialises in clothes for real women. They concentrate on designing pieces that enhance and compliment a woman’s’ natural shape while still being comfortable to wear. They have patented ‘Tummy Control Technology’ with pull in elastic waistband (no bulky buttons or zips), which provides extra contouring and support. This design creates a flattering fit that looks smooth and natural. They challenge customers to try their trousers stating that ‘once you try a pair of UP pants, you might never want to wear another kind again. They also advertise that their clothes are ‘easy to wear, easy to care’.