A streetwear label wants to take on the likes of Balenciaga, Versace, Gucci, Fendi with its new range of sneakers and watches.
YoungBrit was launched in March with its designs inspired by the diverse fashions and cultural influences which make up Great Britain. Its initial collections feature bright and bold designs and have iconic British names such as Piccadilly, Soho, Paddington, St Ives, Seven Sisters, Trafalgar and Whitehall. Prices on the YoungBrit.co.uk ranging from around £110 upwards.
The business was started by Kingsley Noel, who graduated with a masters in the sustainable management of natural resources from the University of Leicester back in 2010.
He said he had always believed in making things in a way that was better for people and the planet, which was one of the key inspirations behind his start-up lifestyle brand.
He said: “YoungBrit’s goal is to create a brand that brings people together through the power of creativity, community, and memorable experiences.
“YoungBrit offers premium quality products with unique designs that are inspired by the diverse fashion and cultural fusion of Great Britain.
“All of our products aim to deliver the optimum quality and craftsmanship derived from experienced and skilled craftsmen and women.
“Our vision is to make sustainable products. We guarantee our customers the full satisfaction of wearing a YoungBrit product.”
Kingsley - who is originally from Nigeria and has a background in web design - previously launched an electronic toothbrush business called Denvio supplying a product equipped with motion sensors and powered by “artificial intelligence” to recognise an individual’s brushing style and guide them to better brushing results.
YoungBrit is based in Leicester and Kingsley says it uses responsible suppliers in the UK and China, following a “strict” ethical code to try and ensure the raw materials used have a low environmental impact – and the people that work with it are fairly and ethically treated.
It was incorporated during the pandemic and started trading this year, backed by friends and family who are sneakers enthusiasts and supporters who want to promote environmental sustainability.
Kingsley said: “We want our customers to be able to purchase unique designs without breaking the bank. Our products – especially sneakers – are of a similar design and quality as the big designer brands such as Balenciaga, Versace, Gucci, Fendi, whilst being totally affordable.
“We aim to disrupt the existing designer market with similar yet affordable designs.
“Our demographic is young people mainly. So far, we have good feedback from potential customers on our social media platforms.”
He said the biggest hurdles for a start-up had been “funding, finding the right suppliers, and creating brand awareness”, but added: “It has always been about perseverance. The sky is the limit!”
