Ace cricketer Yuvraj Singh recently launched his clothing brand YWC, the proceeds from which will go to his NGO YouWeCan. The brand has a core line of casual wear and a premium, highend range called the Gold collection, created in collaboration with designers Shantanu and Nikhil.
Shantanu and Nikhil are good friends and easy to work with. They also have a really good understanding of style and their aesthetic suits my vision for the brand.”
“I have a very athletic mindset. I used to buy clothes that were tight and tell myself that I’ll get fitter just to wear this. So, we have introduced the ‘Yuvi fit’, which has well-fitted clothes according to my body shape. The army jackets from the Gold collection are also pretty cool. The one with red stripes is my favourite.”
Yuvraj said “When I was growing up, if I liked a brand, it always inspired me. I looked forward to the day I would be able to afford and wear it. We did a limited-edition collection because I want YWC to also be aspirational.”
“When the YouWeCan NGO started in 2012, it was tough to collect funds. I needed something big to streamline revenues. Now, a person can buy apparel from YWC and they’ve automatically contributed to the NGO while wearing a premium piece of clothing.”
“I hope my story will connect with people and motivate them. It’s about never giving up the fight. YWC’s motto is ‘Live, Dare, Inspire!’. We have used Pima cotton — one of the finest in the world — and organic cotton that breathes easy. The techniques that we’ve used are all environment-friendly. So while it is an extension of my beliefs, I hope that the brand has a bigger connect than just Yuvraj Singh and that it stands on its own.”