The rebranding, along with an updated website, will officially launch on 18 November. Central to YOEK’s rebranding is a storytelling approach, launching curated collections that keep customers engaged with fresh, stylish offerings. Each collection is designed around themes that resonate with customers, offering YOEK enthusiasts a chance to connect with the brand on a personal level – as seen now with ‘Festive Nights’ for YOEK black label.

In November, the label will debut its first collaboration with Dutch model and influencer Isadee Jansen, marking the start of a series of exciting campaigns featuring brand ambassadors who embody YOEK’s philosophy.