The brand’s production activity ranges from bags with prints of global city capitals, passing through the brand extension to clothing and, now, to the launch of a new brand. Gioshi srl began its activity in 2010, when the founder had an innovative idea: i.e., to create bags – the main piece of each woman’s wardrobe – with prints of the world city capitals’ highlights? From this background, the following step has been the birth of YNOT? brand which, season after season, has rapidly expanded its market position, opening 1 mono-brand store in Milan and covering 800 multi-brand stores across Italy, and 400 stores internationally, with a significant presence in the United Kingdom, Germany and Greece.
The new brand – making its début with the Autumn/Winter 2019/20 season – will be denominated N75 and it will aim at combining the bag’s functionality with capacity, in addition to offer to female customers the possibility of telling about themselves with the right dose of irony. The collection features different model proposals in a chromatic palette ranging from neutral nuances to stronger colours, to be interpreted in cowhide leather with different processing techniques. But the brand’s goal remains common: i.e., to interpret women’s temperament through the “claim” tag. This is the distinctive element of the brand: it stands out frontally and in the inner pocket of all bags, and it draws inspiration from everyday life.