Sydney: YEVU Pop-Up Store

Clashing Prints. Whoever said that was a fashion no-no had obviously never heard of new label on the rise YEVU which brings those African vibes down to Sydney for a little taste this week.

YEVU Pop-Up Store

Don’t fret Sydneysiders, haven’t forgotten about you!

I’m still connected to you and always will be. After all, home is where the heart is. #SorryNotSorry for the cliché.

There’s a pop-up store happening in Sydney this weekend too – and for the rest of this week.

Maybe not the powerhouse retail giant of UNIQLO, and maybe not for as long as the pop-up store in Melbourne, but still just as good.

YEVU.

When I heard that YEVU was opening a pop-up store for the third time in Sydney, I was intrigued. I wonder if their third time will mean they will eventually open up a permanent residency somewhere. That would be ideal, wouldn’t it?

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Designer Anna Robertson created YEVU as a ‘passion project’ after working in Ghana for 12 months.

“Inspired by the amazingly vivid African wax prints that adorn the backs of most Ghanaians day in and day out, I worked to develop a collection of versatile designs that were handmade in collaboration with local seamstresses.

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“Each fabric in the collection was handpicked directly from the markets of Accra, Kumasi, Togo and even the regional parts of Cote d’Ivoire (risking death on some of the worlds most dangerous roads!). Early mornings, lunchtimes, evenings and weekends were spent living and breathing print on print, and visualising YEVU wear on the streets and beaches of Sydney in Summer.

“The result is an ethically produced range of the most colourful mens and womens gear you may ever see, forming a unique tribute to the spirit and vibrancy of West Africa.”

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To be completely honest, as soon as I saw the brand’s look-book, I was reminiscent of the beautiful Solange’s ‘Losing You’ video clip (Press play below as you read this post!), which was filmed in Cape Town, South Africa.

The whole concept just screams TOO COOL FOR SCHOOL – much like the concepts of Robertson’s project. I wish I could pull these outfits off.. Damn.

Clash your prints or match them. Whatever your style, if you’re in Sydney, make sure you head over to the YEVU pop-up store this week.

YEVU Pop-Up Store
302 Cleveland Street, Surry Hills
January 16th 2014 — January 25th 2014
10 a.m. — 7 p.m.

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