The Y-dress? label invents real reasons to get dressed – a happy label with a witty, socially-aware take on life’s ironies. With designs for a whole army of urbanites who want their clothes (the ultimate means of personal expression) to be beautiful, playful, easy and mobile.
Y-dress? enthusiastically cultivates the art of finding new angles – turning preconceived ideas (and clothes) upside-down and inside-out. A Happy life philosophy.
Paint-it-yourself! How to make a new concept out of a mishap. The dress comes with a tin of white paint. You put the dress on, daub the paint, and accidently sit in it. The pattern is always random so the results are always unique. Then take the dress off, turn it round, and do it all over again. An all-round wet-paint look.