DESIGNER
Founded by Naza Yousefi, Yuzefi is shaped by a deep-rooted love of artistry and individuality. Growing up in Iran and later moving to London in the late 1990s, Naza was immersed in two cultures that shaped her creative outlook: one that prized craftsmanship, invention, and personal style, and another defined by its music, fashion, and free-spirited energy. This blend of influences informs her instinctive, non-conformist approach to design.
PHILOSOPHY
Yuzefi was created to offer an alternative to the overly commercialised landscape of fashion. The brand’s ambition is to bring back a sense of honesty, artistry, and connection. Each collection is an exploration of individuality, designed for people who value both self-expression and community. The guiding principle is simple: fashion should be uplifting, approachable, and inclusive while still refined and forward-looking.
COMMUNITY
At its core, Yuzefi is about people. The brand envisions a community that is diverse, multi-generational, and inclusive. Campaigns and activations bring together artists, creatives, and everyday individuals, creating imagery that feels authentic and welcoming. Yuzefi wants to foster the same sense of shared joy and togetherness that comes from music or art—a collective experience where individuality is celebrated and everyone feels they belong.