The Repurposing Man - Yoost
Remember the time when large fashion brands were able to create high volume collections by buying fabric in bulk and subsequently discarding great amounts of it? Oh wait, this is still common practice today. Fortunately we have Amsterdam-based Yoost who has started cleaning up this corner of the unsustainable mess we are in. Feel-good do-good Dutch dapper.
Yoost spawned from a creative vision paired with the objective to contribute to a more sustainable world. Carefully sourcing left-over, quality fabrics from across Europe, they’re repurposed into contemporary men’s garments. Yoost steers clear from fashion’s usual seasonal cycles and has presented timeless archival pieces since its inception in 2016. The Yoost brand is well-rooted in Amsterdam’s laid-back urban scene, and as such, it aims to convey tolerance, togetherness and authenticity.
"For a long time fashion was based upon big egos, screaming "We are the biggest". This does no longer suit our current times."
– Joost ten Broek about his contemporary approach
Following an academic path that has him led to several universities across Europe, it was the fashion industry that beckoned Yoost’s founder Joost ten Broek. The Dutch native has many years of sales experience under his belt at several leading companies, but after having established the insight that most decisions in the industry are based on ego rather than being inspired by the product, or more importantly, the customer, he took matters into his own hands and founded Yoost. Concrete Store has been retailing the casual dapper looks for a couple seasons now. Look out for another great Yoost boiler suit arriving soon. In the mean time have a look at some of our new great garments by Yoost.