UP is the brainchild of Diana Rikasari, a believer that a pair of pretty shoes would always make her day. On the road, in the classroom, inside the taxi, she would always stare at her shoes and think how lucky she is to have her feet covered with beauties. Established in early 2011 the aspiration is to spread happiness around the world. For every pair of UP shoes purchased a donation goes directly towards scholarship for low-income children in the LEVEL UP! Scholarship Program. It is a program initiated to help less privileged children to attain education. All shoes are made-to-order which is awesome for the environment in minimizing waste, but this also means they can lower inventory costs. Because of this the prices are affordable and the shoes are delivered within only 14 working-days of wait. The footwear is made in Indonesia.