Today we’re releasing six new products, our very first graphics, and our first named collection – it’s called “The Generous Life".
It’s not a collab. We designed this collection and the graphics ourselves. And we’re pretty proud.
Admittedly, we cheated…
We’ll gladly take all the compliments for the cooking. But if we’re honest, there’s a private chef hiding in the kitchen.
You see, a few months back we hired this absurdly talented guy called Jay. The man spent a lot of time on the West Coast of America making art for one of the coolest brands on the planet. 
Somehow he thought taking a lower salary at Yes Friends would be the next best step for his career.
Jay seems to live and breathe generosity instead of oxygen. Every morning on his way to the office, he asks us what coffee orders, or “Jaybucks”, he can grab anyone on the way. It’s a little thing, but generosity often looks like a bunch of little things.
That’s what this new collection is all about.
We believe generosity is the secret sauce to transforming the fashion industry. It’s how we can handpick the best fabrics (for you and the planet), offer good wages for garment workers, and charge unbelievable prices.
This collection is a reminder that changing the fashion industry can be an everyday thing – as easy as offering someone a brew.
TAKE A SIP
They told us we should make more money.
When people ask us what Yes Friends do, it’s not always been easy to articulate how this little community is changing the world.
“We’re making ethical affordable,” we said to some.
“We’re offering a Ferrari for the price of a Fiesta,” we said to others.
“Look – a flaming hot orange button,” we said when all explanations failed.
But we’ve been taking some deep breaths recently, clearing our minds… and the right words have finally come to us.
Because when we boiled Yes Friends down, right to the core. We found it wasn’t just about ‘making ethical affordable’. But something deeper.
You see a lot of brands doing good stuff with sustainability, affordability or garment worker wages – but very rarely all three at once.
That’s because each one of these things cuts into something called your profit margin.
We’re told a profit margin is important or something.
We’ve had conversations with big cheeses in business who have told us – time and time again – words to the effect of “your margin should be higher”.
But it’s almost like they’re saying, “If you’re sharing a pizza, make sure you take most of the slices”.
We don’t think they’re right. The fashion industry is known for slave labour, toxic dyes in rivers, a huge amount of waste and poor wages for garment workers.
Something needs to change – and we believe that “something” is how we divide up the pizza.
With enough scale, our brand only needs a slice or two. That gives us what we need to pay ourselves, keep the lights on and create hot new designs.
The rest of the slices can go into sourcing great fabrics (for you and the planet), paying garment workers well, and charging unbelievable prices so anyone can get involved.
Plus – as you know by now – you can even tip your garment workers.
We call this The Generous Life.
It’s a life where you get a good deal and everyone else does too. And it makes transforming the fashion industry as easy as offering someone a brew, buying them flowers, or letting them stand under your umbrella (a really good umbrella, not one of those finicky ones that flips inside out with the slightest gust of wind).
And now, you can wear it on your sleeves with our new collection.
SHOP THE GENEROUS LIFE