Launched in 1985, Yoek have been dressing plus size women for over 30 years. The brand HQ is located near vibrant Amsterdam and is where co-owners former model Johanna and stylist and designer Chantal bring the beautiful collections to life. Expect playful prints, feminine dresses and edgy faux leather made to wear effortlessly around the clock.
For decades, Dutch label YOEK has been creating covetable designs for plus size women. The brand’s modern, feminine pieces, which - rather than hiding – perfectly and fashionably style the feminine body, due to their clever cuts and choice of beautiful fabrics, have won them a legion of fans. From print adorned chiffon dresses to floaty jersey tops and playful motif tees, they have a style to suit whatever the occasion or mood you’re in.
About thirty years ago, Johanna Timmer, who is still very much runs the company, founded YOEK. She was a model at the time and was on one of her modelling trips in Milan when she noticed the clothes in virtually every shop she went into only went up to a size 38. Armed with a strong belief that beautiful clothes should be available to all women, she decided to launch her own plus size label. Having been on a business education course before she was scouted she was able to combine this knowledge with her experience in the fashion industry to create the successful brand Yoek is today.
From the very beginning she knew it was going to be a challenge. She was going against the trend and the market for plus size women had yet to be conquered. However hard work and perseverance paid off and the Yoek brand has expanded considerably over the past two decades. A few years ago Johanna’s partner came on-board, Chantal Smits and they now both co-own the company, working closing together.
A fashion film
navabi recently hooked up with Yoek to create a short fashion film directed by Spanish film director Ruben Barbosa Gonnzalez. Featuring top plus size model Ali Tate in a selection of the brand’s beautiful designs it cleverly plays on time which helped to create a sense of anticipation for the launch of the collection.
Along with Yoek’s mainline collection they produce two other capsule collections each season, Miss Y by Yoek and the Black Label Collection. Each collection caters to a different customer, but pieces from all three can easily be mixed and matched.
Miss Y by Yoek
Yoek’s younger, more trend-driven line is your fast track to making a stylish statement. Expect distressed denim, edgy slogan tees and sweet, embroidered shirt dresses that are a real hit with fashion bloggers and stylistas alike.
Black Label Collection
If a little luxury is more your thing, you might want to explore the Black Label Collection. Elegant cocktail dresses sit alongside sumptuous leather skirts and rich shearling coats to make up a premium range worth investing in.
Power to the print
Yoek’s distinctive use of prints has become something of a signature for the label. Every season there are a few hero patterns that come detailed on dresses, blouses, skirts, you name it, which really stand out. We’re always excited to see what they will reveal next. In the past we’ve seen bold, abstract shapes in primary colours and a beautiful mix of dainty polka dots with botanical blooms intertwined to create a cool pattern clash.