DISCOVER OUR WORLD
"WE ENCOURAGE PEOPLE TO FEEL FREE TO EXPRESS THEIR STYLE AND MOOD"
From the fusion of these two words comes the true essence of our brand. YNOT represents the freedom to express yourself anytime and anywhere — wearing what makes you feel good and combining being and personality, spirit and appearance. From this concept arises the
identity and mission of our products, which become a
vehicle for expressing individuality and emotion.
identity and mission of our products, which become a
vehicle for expressing individuality and emotion.
OUR STORY
YNOT was born in Milan in 2010 from a simple yet revolutionary idea: why not give handbags — a wardrobe essential for every woman — a new personality with prints that portray the world’s most iconic capitals like New York, London, and Paris? This unique vision gave life to YNOT’s first collections, distinguished by bold design and artisanal quality. The iconic city-print bags quickly earned a place among the favorites of fashion lovers, leading the brand to rapid and steady growth.
Today, YNOT continues to embody its founder’s original vision, offering products that encourage people to express their style and mood with freedom and creativity. The brand stands for style, quality, and accessibility.
YNOT? represents creative freedom within design complexity — a constant search for inspiration in forms, materials, and compositions combined with distinctive stylistic codes that make the brand instantly recognizable while continuously reinventing itself.
On one side, products feature daring color combinations, fluid shapes free from rigid geometries, asymmetry, and boldness. On the other, communication always preserves creative value.
BRAND VISION
Our vision is to walk alongside eclectic people — those who face life with a positive attitude and want to express themselves through bold and conscious style choices. We aim to be recognized as a brand that offers not only accessories, but style solutions that make everyday life simpler, more fun, and effortlessly fashionable.
BRAND PURPOSE
YNOT firmly believes in encouraging people to freely express their own style and moods. Our mission is to make fashion an accessible and liberating form of self-expression for everyone. Every bag we design is not just an accessory, but a statement of identity and a symbol of individual freedom.
BRAND PROPOSITION
Our message is clear: everyone deserves to feel fashionable. We offer products that are an expression of personal style — accessible to all. With YNOT, every customer can find that special touch that completes their look, without limits or compromise.
BRAND MISSION
YNOT is committed to supporting its vision through a line of high-quality products at accessible prices. We believe that everyone should have the opportunity to choose more than one trendy piece to complement their outfits — without compromising on quality or style.
BRAND VALUES
Freedom is our core value — followed by enthusiasm, simplicity, creativity, courage, self-expression, and a love for remixing. These values intertwine every season, collection, and campaign, shaping the essence of YNOT.
BRAND PERSONAS
The people we speak to are not just target profiles; they are the soul of those who listen, live, and connect with us. Each person represents a world of experiences, desires, and needs that inspire how we communicate.
YNOT is for every woman — free to choose her own life, her own talent, and her own outfit. Free to wear playful and light accessories, and to indulge in the joy of giving herself a gift.
YNOT celebrates the freedom to express oneself, without judgment.
The best answer to endless expectations and unsolicited questions? Simply: “YNOT?”