YULI is quite an enigma: a quiet stealth brand that doesn’t do PR, yet is crushing it when it comes to niche luxury, with a dedicated cult following and making fans of the next wave of cool kids from the fashion industry. They’re firmly establishing themselves in this space and based on their social media, it’s all but certain that they’ll be working with Bergdorf Goodman’s newest menswear designer Marlon Gobel formerly of Michael Bastian and Thom Browne who is speculated by many American menswear journalists as the ‘next big thing’.
They also run tight with editor-in-chief Sarah Hay (in collage above with Chanel muse Irina Lazareanu) from Milk Studios and iD magazine, who last season tweeted a picture and a solid recommendation of their line while chilling at her office at Milk Studios in between video interviews with ASAP Rocky and live streams of fashion shows from emerging designers such as Suno and Cushnie et Ochs. And similar to the Zac Posen-Tata Harper relationship, they seem to have a great rapport with Barneys and Saks newest pick up, wonder-kid designer Alexander Lewis, who similarly posted this pic to his instagram from his trip to Bahia:
I’m predicting a great season for this under-the-radar brand that has captured the heart of the new guard of fashion’s zeitgeist attaining the coveted adoration of the difficult to impress crowd while simultaneously attracting a dedicated growing cult following of performance seeking green beauty customers (the most selective if you ask me) all without press coverage! One thing is for certain, their path is one that is all their own, and this makes them one of the most exciting brands to watch.
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