When I was younger, for one reason or the other I would end up at the shopping centre near my house or across the road from my church sometimes with my Mum wearing traditional wear or an western interpretation of wax print. Time and time again we would get stares and compliments about our outfits. The compliments were usually followed by ‘I could never wear that. The colours would be too much for me‘. I always wondered if wax print could be injected into the Australian market without being too loud. Year years later the concept of pop-up stores started to take shape and I thought that’s probably the best way to inject wax print into the market, but I still wondered about the logistics of it all. Then I found YEVU.
Founder Anna Robertson spent a year living and working in Ghana and fell helplessly in love with wax print. (You can read more about Anna experience on Dish Pig). Anna partnered with local tailors and seamstresses to create contemporary designs and that’s how YEVU (meaning ‘white woman‘) was born. I have posted about brands ethical brands like YEVU, but this is unique because it’s tackling a market which isn’t as daring like the UK, France or the US. Anna brilliantly gave Sydney introductory doses of YEVU with a pop-up store in Surry Hills in October 2013 which sold out within a week. Now back by popular demand, YEVU is selling online.
SOURCE: YEVU
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