YE

This brand is created by Yana Dobreva, who created this name with her twin sister Elitsa. Her main focus is to look on everyday wear wth functionality, which is what the whole fashion market will be going towards soon.

What is your brand concept?

I want my brand to get across the idea of joy, comfort, timelessness, feeling relaxed and confident to achieve your goals. That's why I see clothes as something that would support people and give them comfort and inspiration throughout the day.

what sports do you focus on the most and why?

I will be designing clothes for the everyday life, that could make you feel and perform better.

what market do you think needs more focus on in the future?

I think athleisure, because people search for comfort in their everyday life much more than they used to.

name one of your design cues and expand?

Design Cue: Sense

Sense: the ability to experience the world around, as well as the 5 senses – taste, sight, touch, smell, sounding.

Although we have much more when it comes to sensing - proprioception(the ability to tell where your body parts are, relative to other body parts), equilibrioception (keeping your balance), stretch receptors, chemoreceptors, time, direction. I want to engage all of these senses for a full experience (The senses help people enjoy life in its brightest colours – what I want to achieve; the idea of having a beautiful and meaningful life).

between aesthetics and functionality whats more important?

I think function is more important, as people are not likely to wear garments that don't fit them properly or that restrict movement

where do you get inspiration from?

My main inspiration is the everyday life and everyday activities – being flexible and adaptable, always on the move, being active and committed to your work, taking care of others and maintaining an enjoyable life. I like the busy environment and the idea of life in present. When it comes to brands I admire Puma (for their positive and inspiring statement: ‘We are boold’; the clear and strong message of their brand and the functionality of the garments), Nike (for their sustainability), Lacoste (for their attention to detail and precision of manufacturing).