Hey friends, at what point did you realise that you’d…

It didn’t happen when you thought, “you know what’s a good plan in February? Hiking in the Brecon Beacons.” 

It didn’t happen when you checked the BBC weather app - only minus 2 degrees - and you bundled into a Volvo with a good friend and a good coat.

It didn’t happen after you drove up the M5, through the single tracks of Wales, and when you finally arrived at the foot of the mountain.

It didn’t happen when you started walking up that mountain and realised snow was covering the paths, so you couldn’t tell where you were on the map.

It didn’t happen when the snow wept through your new boots.

It happened when you reached the top, when the wind picked up, catching fistfuls of snow and throwing it in your face like some teenager tossing snowballs in a Christmas movie. Except it’s not Christmas and now you can’t see and there’s a scary ledge over there and the wind’s blowing you towards it, and how in actual heck does anyone climb Everest?

That’s when you realised: you’d bitten off more than you can chew.



Don’t worry, we’ve been there. And not just when we were on that surprisingly perilous mountainside in February ‘22. We’ve bitten off more than we can chew plenty of times.

Case in point: Back in 2021, we ordered waaay too many hoodies.

We’re talking 3,626 hoodies. 

And only in two colours. 

The Sage Green was pretty hot, but £59,704 worth of hoodies is a lot to get off your shelves when it’s the second item of clothing you’ve ever released as a company.



In the optimism of our early days we thought hoodies would move as quickly as our T-shirts.

But it turns out hoodies don’t sell as fast. Not then anyway.

It’s not that you didn’t love them: they got over 90 five-star reviews.

It’s just, in 2021, not quite enough people knew about our little Bristol-based clothing company. So the unsold ones stared at us every day, lecturing us on the merits of conservative stock ordering.

Now and then we’d get through another box of hoodies and we’d say “another one bites the dust.”

We wondered if these black and sage green hoodies would always be with us.

But this year, that changed.

Today, there’s only two left.

They’re a small part of our new winter sale.

We don’t do sales much. We try to make Yes Friends as affordable as possible, every single day.

But almost all of these fashion pieces have become so rare on our shelves that it’s time to see them go: There’s only 15 Women's Luxe Tencel Pyjamas and only one (!) Faded Pink T-shirt left. 

Props to whoever gets that T-shirt.

Maybe, back in 2021, we did bite off more than we can chew, but it was all part of us learning how to create an ethical and affordable way of doing this thing called fashion.

Changing the fashion industry is more like taking on Everest than the Beacons. But with you, we’re climbing it.

All of our sale items are lovingly made by our friends in India, who, thanks to you, receive a good wage through our bonus scheme and any tips you send their way. We’ve just heard some stories of how they’re using your latest tips, and we look forward to sharing more very, very soon.

For now, as you climb Everest with us, you can shop a few of our rarer items at unbelievably good prices.

GO TO SALE

P.S. If your package goes AWOL 👇



007 goes AWOL, Jack Reacher goes AWOL, the Royal Mail can also go AWOL. 

Maybe Benjamin’s fleece was tired from the road and stopped to sip Martinis somewhere between South Bristol and… well, North Bristol. 

This package didn’t have far to go, but the fleece had already made its way across the Arabian Sea and that can be a hard journey, so maybe we can give the fleece a break – sounds like Benjamin did. Glad you’re hyped about the fleece and the company. 

Maybe like Benjamin, you won’t get enough of this fleece too. Good news: there’s a handful left in our new sale.

You know what to do.

A FLAMING HOT ORANGE BUTTON

Together, let's make ethical affordable and transform the fashion industry 🧡

YF.