All fashion brands nowadays claim to create with the planet in mind. We don’t want to add to the noise, so we approach sustainability with action and optimism. That means we do our absolute best to reduce our impact on the environment, from design to production. We make a conscious effort to reduce overproduction and we’re intentional about the partners we pick, making sure they’re ethically-minded. Less impact, better choices, everyone wins. Sure, it all has an implication on the retail price. But aren’t we all a little suspicious of cheap anyway? 

Quality clothing is something you can feel as much as you can see or touch. At YDNF, we’re obsessed with chasing and creating that feeling. We take our time to sweat the details, tie up loose ends and refine refine refine. Because we know that attention to fit means the people who wear us feel supported, comfortable and confident.
From the fabric to the trims, make, sizing, silhouette and packaging, we design with longevity in mind. And because quality never goes out of style, we embrace a timeless aesthetic—crafting clothes that don’t bend to fast-fashion trends.

Fuck aspirational, we want attainable. We’re not here to make bold promises, recite
poetry or transport you to faraway lands. We’re here to make the here and now better, and bring a dose of much needed reality to the fashion industry. We’ll always give it to you straight, but straight doesn’t mean restrictive. We celebrate authenticity and individuality, with real clothes for real people to comfortably express themselves.

Our founder is a diehard pilates fan, so you can imagine she’s pretty flexible. Maybe that’s why YDNF has flexibility built into its core. We’re passionate about creating clothes that adapt to the many forms of a woman’s body. Wardrobe staples that beg to be mixed and matched with any style—modularity with purpose. We prioritise utility in design, focusing on the essentials to enhance the wear without complexity. So you can feel just as comfortable at dinner as you do at the dog park.