Cultural and social shifts, are principally disseminated by creative inventors with a sensor, a capacity to foresee change. YOI: is an acronym for Your Own Identity. The roots of this YOI: ‘state of mind’ is understood by creative’s and trendsetters all around the globe, who are expressing their identity through their clothes, blogs, work, art an much more. By adopting this positive approach on the environment into their lifestyles, these trendsetters will set the standard for the masses. When these innovators contribute their various niche business skills to the world, they act as an inspiration to others.

YOI stresses that life can be enjoyed the most when you can be yourself. In other words: do what you enjoy doing and be true to yourself. Be true to YOI. Be YOI!

YOI: involves humor and an optimistic personality. In a light-hearted way it expresses that it is fun (joy) to do good. Not ‘pointing the finger’. Other YOI: values are understood as being: fresh, authentic, sincere, out of the box and eye-opening.

YOI: carries out the idea that you feel good when you do good. Talking on a product level we can speak about a new Luxury.  By appreciating beautiful and well-considered design and re-creating our own values of consumerism a new personal luxury is arising. In this luxury nature, art, technology and science are an inexhaustible source for ideas and possibilities.

YOI promotes fashion that carries out three values:

Social – an honest production process: workers all over the world in
the different parts of the production process have earned an honest
salary.

Surrounding – the material is produced in such a way that it has
brought the least possible damage to the environment

Sincere - transparancy: the labels give honest information about the
production process.

YOI utilizes a decency level in the sense that labels need to show
that they are seriously revising their production process. This can be
done for example through using certification.

The YOI: ‘branding/concept’ is developed by Studio Annouk Post