After two Sydney pop-ups, a handful of market stalls and (until now) only a Tumblr site, Sydney-based label YEVU is notorious for selling out quickly. But for Melburnians, the wait is finally over because YEVU’s website and online store is live, meaning those radiant and riotous prints can now be shipped to your door.
Sydney’s Anna Robertson was inspired to start the brand while wandering through reams of bold wax prints on cotton fabrics at the markets in Accra, Ghana, to the song of vendors hollering “yevu”(foreigner in the Ewe language), at her. Fascinated by the tradition of the designs and driven by strong humanitarian values, Robertson now sources fabrics from the Ghanaian markets of Accra and Kumasi, as well as Togo and Cote d’Ivoire in West Africa, before sending them to local seamstresses (who also have shares in the business).
From men’s shorts with green leopard spots to women’s button-down dresses splashed with pink and yellow zigzags, YEVU captures the vibrancy of the region and presents it in modern, western styles. The story of each piece of clothing is part of the online experience of browsing and buying, with the name of the market and the seamstress the garment is from included in the website details. The full spectrum of YEVU’s designs, skirts, rompers, jackets, pants, tops, hats and bags, all now come in your choice of fabric.
Sustainable, stylish and markedly different, it’s difficult to fault the one-year-old brand. The only bone to pick is that these designs always sell out quickly. Pre-ordering will be available later in the year, but get your order in now before it’s all too late.