YUGH.

Who told you you had to match?
Who said soft had to mean silent, or loud had to mean wrong?
This season, we’re not asking for permission.
We’re daring you to disobey.
To mismatch. To provoke. To wear the wrong thing, proudly.
The only reason you need is:
Why not?

We don’t decorate. We disrupt.
Born in London, YUGH makes accessories from the corpses of dead cultures—repurposed for dancing, resisting, and saying what can’t be said. Polish is propaganda. Trends are traps.
We make sharp things for people who’ve been told they’re too loud, too much, too wrong.
Self-expression isn’t style.
It’s protest.