Dutch fashion brand YOEK is launching an innovative rebrand to position itself as a brand for all women, leaving behind the limitations of the ‘plus-size’ designation. With a vision focused on inclusivity across a wide range of sizes, the brand targets a broader audience through a modern visual identity, inspiring brand ambassadors and innovative capsule collections. As part of this change, YOEK is introducing a storytelling approach and a renewed product offering, with which it aims to connect personally with each customer. The rebranding, along with a new website, will officially launch on November 18.
A new brand identity with an emphasis on storytelling
Storytelling is central to YOEK’s rebranding, with carefully curated collections that continue to inspire customers with fresh and stylish designs. Each collection is built around themes that resonate with customers, and offers YOEK enthusiasts an opportunity to identify with the brand, such as with the theme ‘Festive Nights’ from YOEK black label. In November, YOEK debuts its first collaboration with Dutch model and influencer Isadee Jansen, marking the start of a series of inspiring campaigns with brand ambassadors who embody YOEK’s philosophy.
Strengthened digital presence and support for retailers
To enhance the YOEK experience for both loyal customers and retail partners, the brand is launching a new website, including an updated Shopify brand store and a B2B ordering platform. These platforms aim to simplify the ordering process, provide easy access to marketing materials for download and support re-order options for YOEK partners, further strengthening the brand’s digital presence.
Refinement of the collections
YOEK opts for refinement into three collections: YOEK, YOEK black label and YOEK essentials. With the introduction of YOEK essentials, the brand is launching a permanent collection of versatile basics that are available all year round. This line builds on the existing Never Out of Stock (NOOS) program and includes timeless items designed to support the collection. The regular collections draw inspiration from the latest catwalk trends and are carefully crafted to offer customers sustainable style that transcends seasons. In addition to these items, YOEK is launching a new accessories line, including bags and matching items, which further enhance the brand’s signature looks and meet changing customer demands.
Sustainability goals and growth in new markets
As part of the renewed vision, YOEK is implementing an improved sustainability strategy, in which environmentally conscious choices are central to product development and business operations. The majority of YOEK’s production is located in Southern Europe, in line with its commitment to quality standards and reducing environmental impact. Future plans include further expansion within Germany and selected European markets.
“Our goal is to make every woman feel beautiful and confident, regardless of her size,” says Michiel van Kempen, owner of YOEK. “Fashion should be accessible without category labels. By positioning YOEK as a ‘normal’ fashion brand, we create inclusive collections for a wider audience and leave the need for ‘plus-size’ behind.”
“Our strength lies in creating fashion that flatters and fits beautifully, making every woman feel stylish,” adds Brand Manager Dana Broertjes. “We look forward to bringing more storytelling and fresh ideas to our collections, with versatile basics and capsule pieces that appeal to both loyal customers and new audiences.”
YOEK’s rebranding on November 18 reinforces the mission to bring style and confidence to every woman and marks an exciting new chapter in the brand’s nearly 40-year history.
About YOEK
Founded in 1985, YOEK was originally created to fill a gap in the market and provide stylish clothing options to women who were often overlooked by mainstream fashion. Today, the brand has grown from a niche concept into an internationally respected label with various collections. With an enduring commitment to quality and sustainability, YOEK offers garments that remain relevant and durable, so customers can enjoy their designs season after season.
For questions or more information, please contact Dana Broertjes via dana@yoek.nl.
