A passion for trading and creating, a positive feeling and a good dosis of humour is what founded YAYA in 1992. Travelling around the globe, experiencing and collecting little treasures is what inspires us to create the collections. Love, laughter and lots of strong coffee is what this company runs on. What we offer is a mix of authentic items. Both feminine and edgy or nonchalant, casual with a feminine twist. Our items are the foundation for every woman’s wardrobe.

East or west, home is best. YAYA is not a person, it’s not an age, it’s not just a great coat. It’s a way of living. And though we like to travel we believe that there is no place like home. This is why we believe in combining clothes with lifestyle products. Our products are a range of vintage & industrial, with a hint of beach life. Free-spirited fun & charming cheerfulness. Our shops are our homes, discover us, be inspired and feel welcome!

In order to make fashion clothes that are in tune with the times and fulfill the consumer’s dreams you have to possess a profound understanding of the nature of fashion.

We have that understanding at Soyaconcept, and it is furthermore our ambition and  vision to be the leading contender in the field of fashion for women  when it comes to Value for Money.

Our product are quality clothes, but at a price that allows our customers the possibility of creating a fashionable wardrobe from their own ideas without spending a fortune in the process.

Innovation, identity, personality, quality and simplicity are big words to use, but nonetheless these are words that are an integral part of the unique designs from Soyaconcept and our dedicated staff.