YIREH is a fair trade brand that embraces notions of femininity with delicate, breezy and carefree designs. Founded by Emily Jaime in 2014, the fashion label has grown to support local communities in sustainable ways and extend the authentic cultural values of Indonesia to the rest of the world.
The business boasts small batch collections that directly oppose fast fashion. A selection of its offerings is depicted in an editorial shot by Casey Liu. The earthy tones of the fashion offerings add an accessible component to the silhouettes, while the well-tailored construction is apparent.
The fair trade brand was inspired by travel and it carries socially conscious and ethical implications even in its name — YIREH (Year-ay') is translated from Hebrew as 'will provide.'
Photo Credits: Casey Liu
Women-Led Fair Trade Brands
YIREH's Collections are Inspired by Indonesian Narratives
Trend Themes
1. Fair Trade Fashion - Building a brand that embraces fair trade principles and supports local communities while providing sustainable and ethical fashion choices.
2. Delicate and Breezy Designs - Creating fashion collections with delicate, breezy designs that embrace femininity and offer a refreshing alternative to fast fashion trends.
3. Authentic Cultural Values - Extending the authentic cultural values of Indonesia to the rest of the world through fashion, promoting cultural appreciation and exchange.
Industry Implications
1. Fashion - The fashion industry can embrace fair trade practices and prioritize sustainability while creating feminine and breezy designs that cater to conscious consumers.
2. Socially Conscious Brands - The rise of socially conscious brands that prioritize fair trade principles and support local communities, offering consumers ethical and sustainable alternatives to mainstream products.
3. Ethical Fashion - Incorporating ethical implications and cultural values into fashion brands, providing consumers with fashion choices that are both stylish and socially responsible.