Tagline
BASIC BOHO FASHION
yul is a Japanese ethnic fashion brand launched by Amina Collection in 2009. Inspired by “Yurumek,” meaning “to walk” in Turkish, it presents “BASIC BOHO FASHION” and focuses on clothing for women and men. Its philosophy is to bring into everyday life the peaceful moments and ease of travel that come into view when walking at a leisurely pace. The brand sells products made in workshops around the world through Chaihane stores, its online shop, and other channels. Against a folkloric backdrop, it combines basic styles with ethnic expression as a sub-brand of Amina Collection.
Concept
Yurumek means “to walk” in Turkish. The concept is to stay in touch with the peaceful passage of time and the ease of travel that come into view when walking at a leisurely pace, expressed through ethnic styles that bring color to everyday life.