Mariam Nihal

Saudi Gazette

 

Los Angeles based urban shoe brand ‘YRU’ found itself a new home at West LA boutique in Dubai. YRU started off almost three years ago by Zabastian and Ernie.



“Our intentions were to create a liberal brand, expressing freedom through the products,” Zabastian told Saudi Gazette.



He believes success is greatly due to the Internet culture that helped them reach out to a wider audience. “This was not possible before.



We plan to expand to every continent that embraces the new. There are so many places to explore and share the message with.”



He said the brand reflects positivity, light and color while describing their audience as the ‘daring eccentric characters’.



Their new collection boasts of platforms in bold colors alongside a range of eccentric heels and loafers using various hues, motifs and designs that represent urban street culture.



Why shoes?



It is what we where experienced with and it is the foundation of every outfit.



Challenges



Challenges are the reason to do anything. The challenge is all within the logistics of having a business that sells in quantity.



Making sure all the numbers are tight and minimizing the mistakes. I enjoy coming up with new ranges and letting the ideas flow.



My partner enjoys the excitement of the brand and the risks that come with every day.



What about competition?



I believe it’s not noticing any competition and looking towards the universe within.



Follow them:



IG: @Y.R.U



@Y_R_U



FB: facebook.com/yru.realm



tmblr: y-r-u.tumblr.com



snapchat: YRUURY



PHHHOTO: Y_R_U