YNot? is not just a brand, it's a way of life. And we don't mean that in a French perfume advert kind of way. Our brand name is a stylised contraction of the expression 'why not?', which typifies our fans' attitude to life, viewing it as an adventure where you've got to try everything once. It is at the same time a question and an answer, symbolising the freedom that everyone should have to express themselves by going beyond their habits and comfort zones YNot? products represent a fusion of traditional craft and materials such as leather and modern style and construction, but always maintaining design originality, attention to detail and quality. YNot? opened its first branded shop in Milan, at 3 Via San Raffaele in June 2016. Located in the heart of Milan’s fashion district, the boutique’s design is inspired by the aesthetic philosophy of the brand. You can find us in over 800 shops across Europe. Ynot Fashion is an official retailer and the exclusive distributor for Ynot? for the UK and Republic of Ireland.