Yumi
Feel Good Fashion With A Playful British Spirit
In 1995, Camden Market was full of independent fashion, music and people making things up as they went along. Clare and Uttam, husband and wife, took a stall there and started selling expressive womenswear that put colour and print onto shapes women could actually wear. The rail became a collection, the stall became a business, and Yumi is still family-run three decades later.
Designed in London, still
Every collection starts with an in-house design team in London, working through colour, shape, print, texture and detail. Distinctive without drifting into costume, lively without becoming chaotic. Bold dresses, cosy knits, and the genuinely useful day-to-night pieces that do most of the heavy lifting in a wardrobe.
Yumi cheerfully admits to knitted jumpers with daisies that looked more like fried eggs, rainbow jackets whose colour ran, several break-ins, and 821 curries consumed in the process. They have improved considerably. The willingness to say so out loud is why we like them.
For weekends, workdays and everything between
Have a browse through Women's Fashion, the dresses, the knitwear, our other family-owned brands, or the rest of our British brands.
