Ever felt like you are not from this planet?
YUME YUME is Amsterdam’s latest (not so) hidden treasure. A baby brand regarding history — founded in 2018 — their vision and future-driven identity, however, translate maturity through a dedicated narrative within their design. The name, taken from the Japanese word, “dream”, in many ways explains YUME YUME’s character; fantastical, forward-thinking, and most importantly, comfortable. Its founders, Eva Korsten and Dave Hendriks are innovators at heart, aspiring “to create unique design pieces for all creatives in the world and for the dream builders who dare to imagine” — and with that, have just launched the Not From Here Pre-Spring ’23 collection.
Combining eccentric silhouettes with their minimalist aesthetic, this collection is not only consciously sourced but consciously created. Intersecting inspiration points from pieces of art, design, and of course, fashion, this collection features both our classic favourites and new styles made (alike all of their collections), in dialogue with nature.
Alongside this foundational nature/ec0-driven focus, pre-sping for YUME YUME is also inspired by the famed Korean artist XooAng Choi and his work, Islets of Aspergers Type IV. Islets of Aspergers Type IV is a series of sculptures investigating the simplified human body alongside the hidden ‘being’ that lies within this model of mankind. Here, repressed feelings and often, lost communication is explored. These hyper-realistic sculptures, and the word Autism, within Choi’s eyes, signify two narratives; one of feeling lost-in-translation, the other, of representing something special and unique to you. And with this, is the oxymoronic inevitability life can throw at us and that art has an incredible ability to explain.
Taking on this body of work, the innovate-thinkers behind YUME YUME build on their classic designs with new silhouettes and materials. From our much-loved Tent Mule, made with a love of “puffiness” as a must, featured in the campaign — to the introduction of the silver, vegan-leather socks (to be perfectly paired with the whole collection). We also see that the iconic Love Heel is back, coming as a gorgeous white-(vegan)-leather boot alongside the more dainty heart-heeled sling-backs. Now, if you have already managed to get your hands on our SANCTUM issue, then you too will recognise the Fisherman Boot. This silhouette rises, and also wrinkles to the knee and features an oversized outsole.
The collection is available for pre-order now online, and is distributed globally at stores with style!
Words by Grace Powell
Creative team campaign shoot
Creative direction by Kristian Kirk @ Inter.Agency
Photography by Magnus Bach
Styling by Louise Bochers
Modelled by Angie, Magnus & Michelle