Heights Store highlights YesiC, a brand that makes you feel good with witty visuals just by looking at it.

From the brand's history directly conveyed by the director to the most beloved items from the upcoming 23SS collection.

YESEYESEE sometimes becomes YES I SEE, and it becomes YES/EYE/SEE whether read horizontally or vertically. As such, it is not defined in one way, but supports various interpretations and possibilities that are expressed differently depending on the wearer's personality.

Like a word that maintains different meanings given by the same pronunciation and the contrast between horizontal and vertical lines, YES-I seeks to express the same yet different, yet different, same individuality. A series of images drawn from a new concept each season is embodied as clothes through creative expression techniques, colors and materials. In addition, we value the balance of function and individuality, such as the comfort and durability of clothes.

I'm curious about Yesi's history.

I've loved clothes since I was little. As a result, I naturally liked clothes and hung out with friends with similar interests, and the friends I hung out with at that time met often even as adults to share thoughts and information about clothes. Then, suddenly, I started a flea market with the desire to communicate with more people. At that time, SNS was not as developed as it is now, so it was difficult to get information without much interest, so I wanted to let people around me know about the wonderful culture and good brands. The first started in 2012 by renting a small bar in Cheongju and introducing unfamiliar culture and products in the countryside through a flea market.

As the number of meetings went on, the response got better, so more sellers applied for the flea market, and in order to distinguish between sellers and staff, we started to make and match staff outfits. In the next episode, we produced and sold MD products, and we went further and did branding. I made my own clothes at school, took a lookbook with these friends, and even made a website and sold them. As I spent my college life like that, I thought that I wanted to start a brand in earnest with these friends.

Please introduce the item that represents Yesi.

I think it is an item with the C-Logo, the logo that represents the brand. I've been thinking about a witty logo for a long time. Whether you read it horizontally or vertically, it's Yes Eye. It could be a sentence. Like this, I think it expresses the diversity and possibility that can look different depending on the wearer's personality.

What are the current interests and hobbies of directors?

These days, all of us are busy, so instead of taking time out to pursue our hobbies, we are enjoying vicarious satisfaction by experiencing it indirectly through YouTube.

YES-I always gives a fresh shock with interesting visuals in every season.

What concept does this season's lookbook contain?

The 23S/S lookbook contains our aspirations with the theme of “Rookies”.

Using filters and lighting, I directed it so that you can feel the spirit right before it shines the most.

Is there an item you love the most among the 23 S/S products that are about to be released soon?

I love the collaboration items with Studio.GDB, which decorated the exterior of our flagship store with ceramic tiles last year.

I tried to express the texture and color of ceramic in the fabric.

Do you have any exciting plans in mind for the future?

In the future, our plan is to create good synergy by creating interesting works together with people we like, even if they are small.

Lastly, please say something to those who like Yes-I.

I'm always grateful, and there are so many great people these days, so I think I'm getting a lot of good influence from them.

Thank you for being the driving force to work harder and more fun in the future.

From February 16th (Thu), you can check YESIC's 23SS collection products at the Heights online store.