We’ve launched a new collection of shirts that are far from everyday. We know we need to return to normality after our Dragons' Den antics. But we’re not ready yet.
It’s like we’re fourteen again on a casual clothes day at school.
In the UK, we’re not allowed to wear our own clothes in school. We wear uniforms, like we’re all working in corporate. Except for one or two magical days per year, when you’d have a casual clothes day.
On such days, the world would stop functioning as usual.
Anything could happen because you were wearing your own hoodie and jeans instead of your school branded blazer.
Even though it was a school day, it felt like the weekend.
Usually the teachers would partially give up giving you any kind of education. You might open your textbooks as a token gesture but then spend the whole hour debating the merits of various celebrities.
Or maybe you’d watch half a film in a lesson. There was never time to finish a film, so our fashion designer Hope has watched the first hour of Gladiator multiple times and yet has never finished it.
Hope also used to save her pennies before casual-clothes day so she could wear a new pair of shorts from a brand that definitely wasn’t Yes Friends because Yes Friends didn’t exist at the time, so she can be forgiven.
At Yes Friends recently, every day has felt like a casual clothes day. All because of a den containing Dragons and the attention of a certain Deborah Meaden. It’s like we haven’t been able to get any work done because we’re high on the drug of wearing our own clothes to school.
But we must return to normality (Yes Friends level normality at least) to bring you an important service announcement.
Our shirt game has just got a glow up
Until now, we’ve been living off Oxford shirts alone at Yes Friends, and while we love their organic cotton, we wanted some shirts that made you feel like it’s the weekend, and nothing your school teacher tells you will convince you any different.
So put away your textbooks on Homer’s Odyssey, Mr Taylor, and throw on a Russell Crowe film that we can’t possibly finish. We handpicked our own clothes today.
Ethical, sustainable, at prices an excited kid with pocket money could afford.
01: The Checked Shirt
This organic cotton shirt is brushed to make the outdoors as cosy as hearth fire and a retelling of Agatha Christie.
Lightweight enough for those confusing October or March days when frost covers the ground at breakfast and it’s weirdly warm by lunch, and if you’re building up a bit of a sweat in your new life as a good-looking lumberjack, you can always wrap it around your waist.
LOOK GOOD CHOPPING WOOD
02: The Baby Cord
All the best parts of a cord jacket, but lighter and finer – squeezing more of those ridges they call ‘wales’ into the same amount of space. Like squeezing more ice cream into holidays, or more joy into life.
You asked for a cord shirt repeatedly according to our surveys. Democracy occasionally works.
SQUEEZE IN MORE JOY
03: The Relaxed Twill
This relaxed twill shirt is brushed until the organic cotton somehow becomes more cottony, until it hugs you like your best friend or your childhood teddy. Assuming your childhood teddy had serious style and a charming smile.
When others change out of their shirts and into something more comfortable, you can just carry on as you were. It pairs well with our new relaxed chinos, which are just smart enough for the first date you can't be certain is a date or for that "casual chat" you suspect might be a stealth job interview.
