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”The mix of Scandinavian design and Japanese craftmanship seems to attract the South Korean fashion crowd”

We speak to Gothenburg-based sunglass label Yami about how they created a new brand and product that would be a perfect match for e-commerce, which is now also available in a special pop-up at one of Scandinavia’s leading department stores.

Founders Viktor Ekelund and Marc Zacharoff both have a background as Art Directors with a focus on branding, social media and online marketing. They always had a similar taste in design and minimalistic fashion. In the summer of 2017, they decided to combine their knowledge and create a new brand and product that would be a perfect match for e-commerce.

— Our focus landed on sunglasses for showcasing our own style and design in a small package, says Zacharoff.

They put their aesthetics — all the way from the campaign pictures to the actual sunglass design — at the minimalist intersection of Scandinavian and Japanese design.

— Clean, confident lines and strong, unique shapes, says Ekelund. ”Yami” is Japanese for darkness and the name speaks its clear language — all our models are made of black Mazzucchelli acetate and detailed with black Japanese titanium. We want to create strong and confident design, on a small scale and always with a focus on good quality. All of our products are handmade. From the eyewear that is made in Sabae, Japan, to the leather cases that are made by hand in Målerås, Sweden.

Have you received interest from Japan? Or Asia?

— Actually from all over the world, especially from London, Paris, New York, and Montreal. And a lot from South Korea. The mix of Scandinavian design and Japanese craftsmanship seems to attract the South Korean fashion crowd, says Zacharoff.

The brand is now available in a special pop-up at iconic Nordiska Kompaniet department store in Gothenburg.

— It’s a great opportunity for us to tell the story of our brand in a physical place, says Ekelund. His colleague Marc Zacharoff adds:

— We are currently designing new models for summer 2020. Focus is on lightweight titanium frames and dark fashion and to make Yami a global brand.


The pop-up is open until June 2.

Model Himitsu by Yami Eyewear.
The pop-up at Nordiska Kompaniet in Gothenburg.