The premise of YDE was conceptualized as a means to showcase the local talent of South Africa’s clothing, footwear and accessory designers. YDE created a store for young, trendy customers of both sexes and was able to offer original, sexy, chic, expressive, edgy, and exclusive designer clothing and accessories to customers who followed both local and international trends, but were individualists who did not conform to set, or pre-defined, standards. YDE opened its stores with only 10 designers and currently houses in excess of 80 local fashion designers who supply YDE outlets nationwide.
The very premise of our business is to showcase the latest in South African fashion design. We work with a pool of very talented young South African designers where 95% of our merchandise is locally made. The categories of merchandise available within YDE stores are comprised of clothing, footwear, bags, accessories and jewellery.