Singapore’s Yacht 21 rebrands with a new label and purpose
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Singapore fashion label Yacht 21 has been renamed Y21, changing its logo and purpose in response to the change in fashion after the pandemic.
Founded in 2009, Yacht 21 was known for its travel-friendly and resort collection inspired by Scandinavian designs. As international travel has been put on hold and will not be possible for a while since Covid-19, Yacht 21 has decided to shift its focus to functional, fuss-free and seasonless pieces for women to adapt to the new normal.
“We believe it is for the better as we learn to embrace the importance of versatility, comfort and quality in our designs to align with the new lifestyles women are leading,” said Jarenis Ho, founder of Y21.
“Where women used to have different pieces for work, parties and vacations, we now have a more blended existence and need outfits that can be worn anywhere while maintaining a strong sense of purposeful style.”
Y21 brand colour palette features three colours – grey, beige and orange. The tagline has also been changed from ‘Everyday’s A Holiday’ to ‘Wear Anywhere’.
Y21 will feature its new image on its website this Thursday.
Questions & Answers
Q.What specifically prompted Yacht 21 to change its brand and purpose?
What specifically prompted Yacht 21 to change its brand and purpose?
The change was a direct response to shifts in fashion after the pandemic, especially as international travel became unavailable. The company adapted to women's new lifestyles, requiring versatile and comfortable clothing for a blended existence.
Q.Who founded the company now known as Y21 and what was its original focus?
Who founded the company now known as Y21 and what was its original focus?
Jarenis Ho founded the company, originally named Yacht 21, in 2009. It was initially known for its travel-friendly and resort collections, taking inspiration from Scandinavian designs for its pieces.
Q.How has the brand's visual identity been altered to reflect its new direction?
How has the brand's visual identity been altered to reflect its new direction?
Y21 has changed its logo and adopted a new brand colour palette of grey, beige, and orange. Its former tagline, 'Everyday's A Holiday', has also been updated to 'Wear Anywhere' to reflect the new focus.
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