Visitors to Moda Footwear may remember the arrival of Yull last season; a unique British label entirely designed and manufactured at home in the UK. Having had a productive time at the show – which saw the brand established a network of new contacts and accounts across the industry – the brand is back this season with a bolstered collection for a/w 18.
“We enjoyed Moda Footwear last season and picked up a lot of new accounts,” says Yull’s creative director Sarah Watkinson-Yull. “This time we are back for autumn with an updated versions of our best-selling Brixton trainer and well-loved Chester boots, as well as lots of new exciting styles.”
Yull’s return to Moda Footwear is part of a wider strategy to partner with forward-thinking independent retailers who are seeking a like-minded shoe brand to offer something different in store. Having started out as a concept to bring ladies’ shoe manufacture back to the UK, Yull was brought to life with funding from the Price’s Trust, and has firmly carved out a market niche for itself over the past six years.
“Yull is characterised by its wearable, classic designs,” says Watkinson-Yull. “The brand’s style and comfort can be enjoyed by women of all ages, with the added appeal that we are one of the only independent show brands manufacturing high heels in the UK.”
Having already established a strong wholesale operation at last season’s show, Yull is inviting more potentially-interested stockists to come and discover the brand at this season’s show.
“We never gave up on our idea of setting up manufacturing in the UK, even when industry experts told us that it wasn’t possible,” says Watkinson. “We are proud of our efforts that have changed people’s mentalities.”
Yull will exhibit at Moda Footwear on 18-20 February. Ahead of the show, find out more about the label here.