STORY
YU.ME BXL ®, a brand made in Brussels.
Brussels- the capital of Belgium and Europe, and my hometown- is a complex and interesting world, incapable of leaving people indifferent to it. For some people, it is a dirty hellhole. For others, a magnificent paradise. Brussels holds more than 160 nationalities on a surface of 160 km², and somehow finds a way to be a home to all of these people, expressing different backgrounds, habits, languages and tastes.
Inspired by this powerful versatility, the desire grew to translate a total freedom of expression into couture. To create a collection of styles without prejudice about background or gender, embracing individuality and stepping away from imposed profiles, labels and trends. Pieces without sizes, adapting to the shape and curves of every body, accentuating the beauty of being unique and different from one another. Aiming to finding connections in all our differences and contrasts.
Japan
A visit to the magic of Tokyo started giving shape to the concept. I was inspired by an exhibition in art space 21_21 DESIGN SIGHT on Mingei art, a Japanese folk arts movement founded in the late 1920's. (Mingei litteraly means "arts of the people".)
The way they meticulously created objects, without referring to themselves as artists nor craftsmen, not wanting to be restrained by form or method and avoiding any attempt to be slotted into categories, gave an incredibly powerful charm and energy to the creations by their hands. The traces of imperfection that are inextricably linked to humanity, moved me. The shapes and forms of the brass pots and pans, the delicate stencil dyed fabric, the magnificent handwoven kimono's, each of them unique. I was amazed of how powerful and complex something seemingly so simple could be.
Naming the brand
The brand needed a name that could reflect and connect all these sources of inspiration.
YUME is the Japanese word for dream, imagination, utopia. It symbolizes a place to live our dreams, a world where we can choose to be who we are, embracing the beauty of being unique and imperfect.
YU.ME refers to you and me, reflecting the idea of creating pieces that will fit all of us, without presetting fitting profiles.
BXL is my beloved hometown, Brussels.
Sustainable ID
YU.ME BXL is an eco-sustainable brand, stepping back from consumer seasons and volatile fashion trends. The collection consists of timeless styles, wearable throughout the year, for different occasions, by women and men.
We work with certified organic, sustainable fabrics and recycled or recovered material from high-end fabric stock, with a minimal footprint.
The production is done by local ateliers in Brussels, functioning as socio-professional reintegration projects, providing a platform for education and employment to people who are professionally challenged.
YU.ME BXL realizes limited series and unique pieces in various fabrics. To optimize a sustainable production and avoid excessive stock, we also work by pre-orders and small series in stock. Fancy tailor made? Pick your product style and fabric and get in touch, we will take care of realizing your personal style.
