FULLUP is a new responsible footwear brand focused on creating timeless, comfortable sneakers with a sustainable edge.

Founder James Li recognises that the footwear industry has a problem—burdened by mass production, corporate priorities, and an inability to recycle materials effectively. He set out to build a brand and shoe from the ground up, guided by one simple question: How can we do more with less?

This question shaped every design choice—from simplified packaging to minimalist colour palette. Our goal was to blend premium fashion with thoughtful design, believing that the small details make the biggest impact. FULLUP isn’t about making a statement—it’s about making better choices.

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