YAYA — Dutch Fashion with a Feel-Good Soul
YAYA was born in 1992, not in a grand city studio, but in a small village just outside Amsterdam. Founder Marco Draijer started the brand with a simple guiding spirit: a positive feeling and a good dose of humour. It was an unconventional foundation for a fashion brand — but it turned out to be exactly the right one.
What began as a small fashion brand has since transformed into a Dutch lifestyle brand for women with refined taste, who like to strike the perfect balance between stylish and casual. Today YAYA is stocked at over 2,700 selling points around the world, with concept stores across the Netherlands, Belgium, Germany, France, Poland, and Ireland — yet the brand has never lost the grounded, feel-good spirit it started with.
YAYA creates timeless, feminine collections in natural tones and soft materials that you can combine endlessly. Garments are characterized by their soft and feminine character, accompanied by a hint of boldness to balance out the softness. Pieces are designed to be worn across seasons and styled effortlessly — pairing just as beautifully with older pieces in your wardrobe as they do with new ones.
YAYA is not a person. It's not an age. It's not even just a great design. It's a state of mind — common sense, great quality, and desirable but accessible design.