Yemzi does more than fit your shape: it speaks to your spirit. Founder Yem saw swim and gymwear in all shades of neutral – and decided to design vibrant, colourful pieces for women wanting to stand out. Yemzi is where confidence meets comfort; where bold prints meet breathable fabrics. This is how Yem listens to her community and creates fashion that celebrates every height, curve and occasion.

What makes Yemzi different from other fashion brands?

Yemzi is a swim and activewear brand that blends bold, head-turning style with thoughtful design. We’re creating fashion that celebrates various body shapes and heights with vibrant colours and unique prints. We design in small batches, ensuring exclusivity, high quality, and a sustainable approach.

What was the inspiration behind Yemzi?

Yemzi in its first iteration was a premium fashion brand selling printed silk womenswear. The inspiration was the exploration of my British-Nigerian heritage and the desire to tell stories through clothing. There’s still a strong element of this in Yemzi’s identity today because I put so much of myself into the business; it’s an extension of me.

“Customers love how Yemzi clothes make them feel: confident, comfortable, stylish, and seen”

Which products came first? How did you decide to grow the range from there?

Post-Covid I launched swimwear and last year introduced activewear. I loved the silk era but I took a commercial decision to design products that myself and my community would wear on a day-to-day basis.

I expanded the range into swimwear and activewear because I recognised a gap between what was on the market and what my community actually wanted. My audience love Yemzi’s bold, fashion-led aesthetic, but told me they wanted pieces they could wear every day, not just on special occasions.

What trends were you seeing that inspired the evolution of the range?

I noticed a trend where swimwear had become more of a fashion category than just functional. Women were styling swimsuits and bikinis beyond the beach, and I wanted to bring Yemzi’s signature prints and cuts into that space. I also saw that many brands weren’t catering to women who wanted both a flattering fit and unique designs that stood out from the mainstream. I’m still working towards Yemzi being that must-have bikini for the girls trip, from Afro Nation to Detty December.

I remember walking down Brick Lane a few years ago and clocking how many women were wearing activewear as everyday clothing. When I researched the category, I noticed how black and dull colour palettes dominated the market. I already knew my community love colour so I knew when to focus my offering. 

What’s your experience with not finding comfortable, suitable gymwear?

The gymwear market is a multi-billion pound industry. It’s less about being able to find suitable pieces, and more about finding pieces that represent you. Do the brands available speak to me? Like, really speak to me? Or are they targeting a different kind of customer? Do they have someone like me in mind when designing and marketing, or am I an afterthought?

What does it mean for Yemzi to ‘speak to’ its customers?

Yemzi is a bold, colourful, positive brand. You’ll not only be seen but you’ll feel the warmth of the motherland when you put on a Yemzi piece. I name many of the items to make reference to this, like the Guava and Fanta sets. It’s all about self-expression and what we wear being an extension of our identity.

The market is saturated with ‘nudes’ and ‘neutrals’. Yemzi girls are tired of all the beige and blending in. We get it because we are in London, but Yemzi is here for that little bit of escapism as we move throughout the day.

When it came to designing comfortable gymwear that looks good, what was the research, design and production process like?

The biggest shift in how I design swim and activewear in comparison to high-end womenswear is focusing on research. What kind of fabrics do women like to wear? What are their pain points with their current active wardrobe? What sports and activities are they participating in? Where do they want less/more coverage or support?

My research and production process always starts with my community. I speak directly to my customers, both through social media and in-person at events, to understand what they’re missing from their swim and activewear wardrobe. The main pain points they share are around fit, comfort, and self-expression. They want pieces that move with them, don’t restrict or dig in, and that feel stylish rather than generic.

Where and how are your customers wearing Yemzi pieces?

In terms of activities, my customers are into a mix of gym training, yoga, walking, hiking and swimming but they also want clothing that transitions into day-to-day wear. That’s why versatility is really important: leggings you can wear from the studio to the street, swimwear that doubles as a bodysuit. I love seeing how my customers style their pieces, I’ve seen the Yemaya Monokini at Notting Hill carnival and the Halter Top at brunch in Paris! 

We incentivise customers to leave an honest review as their feedback is invaluable in helping to refine and improve future drops.

How do you ensure high quality clothing?

After working with silk for so many years, my quality control radar is top tier. Yemzi is an affordable brand but the quality is premium. 

I only work with trusted manufacturers who share my quality standards. Sometimes, several samples are made to get the perfect fabric composition and fit. Every fabric is tested for stretch recovery, wash durability, and comfort.

When it comes to fabrics, my focus is on high-performance, breathable and durable materials. I use fabrics with stretch and compression for support, moisture-wicking properties to keep the body cool and dry, and soft finishes that feel good against the skin. For swimwear, durability against chlorine and saltwater is essential, so I choose materials that hold colour and shape over time.

We do small-batch production so we can monitor each garment closely. I’ve had customers compare the quality of our pieces to Lululemon.

“My focus is on high-performance, breathable and durable materials”

What has been the feedback from customers?

Customers love how Yemzi clothes make them feel: confident, comfortable, stylish, and seen. Tall women have told me they’ve never found leggings that fit this well before. Many customers say they get compliments every time they wear Yemzi, which is the best feedback. I love being tagged in customers’ social content and seeing how amazing they look in my designs. 

How do you want Yemzi to boost women’s confidence?

I want Yemzi to help women walk into a room and own it. When your clothes fit perfectly and express your personality, you carry yourself differently. That’s the power of good design: it’s not just what you wear, it’s how you feel in it.

Our motto is ‘Swim + Activewear for Dreamers in Motion’, which is about going forward in life towards your goals and desires with confidence.

What’s been your biggest business lesson so far?

Building a team is fundamental for growth. As a solo founder, you can only do so much. Even with limited capital find ways to bring talented people in to move the business towards your vision, with speed.

What can we expect from Yemzi next?

More bold colours, more exclusive prints, and an expanded activewear line. Expect to see new sock styles and even more options designed for tall women.

I’m also exploring hosting more in-person pop-ups and activities so that our community can experience the Yemzi vibes together in real life. The goal is to keep growing while staying unique and true to our core values.

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