We couldn’t tell you before…

Autumn Drop 2 has just arrived at Yes Friends – recycled fleeces, turtle neck tops, and something we kept quiet about…

Do you remember the blurred photoshoot moment of our model Posi doing a backflip?



We can finally reveal he’s wearing our 8-wale, organic cotton corduroy jacket. It’s not just pretty fly, it’s flying. 

Eat your heart out, tracksuit. Corduroy jackets are the new parkour wear.

You can also get your hands on our first boxy women’s jacket – studded with premium metal buttons, each bearing a burnished Yes Friends logo.

Both jackets have a beautiful Batch #2 recycled label inside as a little nod to our first sell-out run.

And as always, they’re made in a solar-assisted factory by garment workers paid good wages (aka Mihir and his team). 

Catch this one before it flies.

CHECK OUT DROP 2



Two years ago, we were thinking about the word 'unnecessary'.

For a long time (okay only three years), we were an essentials kind of brand. We made the wardrobe builders almost everyone needs – T-shirts, sweatshirts, jeans, underwear, fleeces.

It was sustainable, ethical, affordable – but the essentials only.

Now we were beginning to think beyond that…

And little did we know, but someone 250 years ago (ish) was on exactly the same wavelength.

We don’t know who this person was. But they were probably in Manchester, England. And they probably had a cough because everything was covered in soot back then, if you believe the films.

And they probably spent their days in factories surrounded by contraptions like the Spinning Jenny. A device which finally answered an important question, “what if machines could dance?”



But this person had another question on their mind. 

So they went out for a little walk beside the Bridgewater Canal, watching the coal drift into the city on barges.

And maybe their thoughts were coming together the way threads do, weaving and looping around a single word… 

Unnecessary.

They continued walking and soon their thoughts looped around a second word…

Plush.

At some point, we assume a lightbulb appeared over this person’s head. Or maybe a candle, since lightbulbs weren’t yet a thing.

They ran to the factory and started to tinker with their power loom. 

250 years apart – this person and Yes Friends were both thinking about the same thing

A jacket made with three threads – one more than necessary. 

An extra touch that takes you from plain to plush.

A weave that’s brushed and cut into “wales” – the soft ridges in corduroy fabric.

A style that would be known as Manchester.

And at some point in history, it got a re-brand to its most well-known name: corduroy. 

You called it other things too…

“Superior feeling, top-tier material” – Andrzej, Poland

250 years after its first breakout success – we launched our first corduroy jacket and it sold out.

Once again, you proved ethical can be affordable…  and this time not just for essentials but also for the kind of clothing that compels people to compliment you as you wander down the streets.

And now corduroy is back for an even more plush Batch #2… shot alongside some beautifully unnecessary tennis rackets, globes, armchairs and fancy schmancy decor.

TREAT YOURSELF