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Case Studies

In The Spotlight: Yaitte

Meet Yaitte, the slow clothing brand that’s tearing up the traditional fashion calendar.

You may not yet have heard about Yaitte, but you will most definitely have seen the brand during a perfunctory Instagram scroll. This past year Yaitte saw a 500% increase in sales – with an emphasis on classic shirting, which became a stalwart of many lockdown wardrobes. Indeed, the brand’s effortlessly chic BUOY striped shirts have been worn by swathes of fashionable influencers from Camille Charrière to Blanca Miró over the past year.

Proving that less can be more when it comes to fashion, Yaitte drops a couple of season-less RTW pieces per month to add to their core collection, which are the very bones of a chic capsule wardrobe. We caught up with founder, Danielle Windsor, to find out more.


How did the brand come about, tell me about your background?

I have worked as a designer in the fashion industry since completing my Masters in Milan back in 2008, at brands such as Zara, Viktor & Rolf, and Matthew Williamson. I have always aspired to have my own brand, so decided to launch about four years ago, designing classic pieces with sharp design nuances that I hope make each piece feel unique.

What does Yaitte stand for?

Yaitte is a play on the Spanish word for ‘yacht’. I spent a lot of time in Spain within a previous role, and that Mediterranean lifestyle is definitely a big inspiration for the brand.

What does it take to start your own brand?

Hard work and dedication. I work full-time as a design consultant, as well as building Yaitte, so it is not for the faint-hearted. Most evenings and weekends are taken up, thankfully I have a very understanding husband!

 

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How would you describe the brand aesthetic and what sets it apart?

Our objective is to create beautiful products which are modern yet timeless. Each piece is crafted to be both elegant and practical; rooted in the idea of travel and exploration. I truly believe in investment pieces and ensure we use the best quality fabrics as well as manufacturers and trims. Each item has unique details, such as our embroidered monogram, which are part of our brand’s DNA.

What would you say is the Yaitte signature, and what do you ascertain to its popularity?

Our striped BUOY shirts have had a phenomenal response. I think the shirt is such a versatile piece that can be dressed up or down.

You’re a slow fashion brand, with a small yet perfectly formed collection on offer. Talk us through your business model.

Yaitte is self-funded so I have had to take things slow. Having said that, I think this has given me the opportunity to really consider our offering – and allowed us to be reactive – which is my aim going forward. I just feel it’s more sustainable in the current climate.

 

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Who is the Yaitte woman?

Yaitte is designed with a transeasonal approach for the modern woman on-the-go. The Yaitte woman is innovative, courageous, and aspirational.

Which style icons would you love to see in your designs?

Oh there is a long list, but my top three would currently be Rosie Huntington-Whiteley, Pernille Teisbaek, and Zoë Kravitz. They each have such a distinct aesthetic, so I would love to see how they would style our pieces with their everyday wardrobes.

 

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How do you get inspiration for your designs?

I absolutely love to travel and I get so much inspiration from people watching on my trips. Aside from this, I am a bookworm and love to invest in beautiful books, old and new, which sit alongside my extensive collection of vintage fashion magazines. These visuals always make their way onto my moodboard.

What’s next for the brand?

I hope to gain more traction and continue to build our audience. Our winter collection will feature some new styles, including bespoke flannel shackets and knits, and we’re also launching a small menswear edit. Watch this space!

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