Hey friends, it’s a scary thing releasing your work into the world.

It doesn't matter whether it's a novel, song, painting, or even an expertly colour-coded Excel spreadsheet. If you've spent hours in the hot seat, pouring your heart into your art with the intensity of a master chef cooking with fire, then showing what you've created to the world is scary. It's vulnerable.



Adele said in an interview with Rolling Stone, “I’m scared of audiences”. I bet Sheeran, Streisand, and Picasso have all felt the same at times.

It's only when we overcome this fear that we're able to give the world the gift we've created.

Perhaps, scattered all over our planet in people's hearts and minds are hundreds of number one singles, New York Times best-sellers and paintings that belong in the Louvre, just waiting to be unveiled.

Maybe, you're carrying one of them.

But they stay locked away because we're scared they're not good enough. Or maybe we're scared we're not good enough.

Hmmm.

At Yes Friends, it feels the same launching a new collection.

After months honing, fits, fabrics, styling, photography and web design, showing you what we've made is scary. Because we want to make something you love. That’s why we start each collection by asking what you want us to make.

You’re the critics we care about.

Thirteen days ago, we launched a brand new collection. Our biggest ever. We'd taken some risks with new fabrics, styles and colour.

The first day was slow but steady. It gave us time to troubleshoot all the little mistakes on the website.

The second morning was dead.

Nerves were kicking in.

Final tweaks were being made.

But by the end of the day things were looking up.

Then came day three.

We were ready to show you all what we'd been working on, so we sent out an email.

Within minutes you all came flooding onto Yes Friends.

And on that day, we knew we’d released our best-ever collection. Your favourite. The hours, days, weeks and months of work had paid off.

A big sigh of relief, excitement and celebration.

The next week, an HGV truck turned up at our studio carrying two tonnes of Yes Friends stock, ready to be sent out to all of you.

The following days were spent building new shelves, stacking them, arranging boxes, unpacking them and rearranging them again.

We then packed up hundreds of flaming hot orange bags and sent them straight to your door.

What a week. Our best ever. Because of you, believing in a dream to make ethical clothing affordable and transform the fashion industry. Thank you, thank you, thank you 👏

We couldn't do this without you 🧡

YF.