Meet the Founder

YURIYASA came from a place of pure passion and love for feeling and looking good. Here's the story.

A bit about me

Hi, I'm Yurina. Fashion energizes me, yoga revives me, bibimbap nourishes me, wine calms me, SZA moves me, women who tirelessly break down barriers to create more opportunities for the rest of us inspire me.

I love the idea of unafraid, unabashed transparency. Of molding a world where you don’t have to be afraid to be who you are. Regardless of race, gender, shape, or personality. 

Fashion is a reflection of our internal Self projecting out as a dynamic way of sharing with the world who we are. It's more than just some pieces of fabric sewn together to serve one purpose. Like a tattoo or how you wear (or don’t wear) makeup, your choice in what you put on your body helps tell your story.

Bye fashion... Oh wait, hi again!

After moving to San Francisco, my Fendi’s and (faux) furs took a backseat to yoga pants and loose tops. I loved having the freedom to move around comfortably but this ‘uniform’ got boring and I didn’t feel like I was dressing up as me. I didn’t actually feel comfortable wearing skin-tight leggings everywhere, but with my schedule, hauling around extra clothes to change into was too much work. I didn't want to spend extra time in the mornings thinking of how many more outfits I needed to pack to to avoid time-consuming trips back to my apartment before going out again. 

Shopping for yoga clothes became a hunt for the best option from a sea of "meh". I became tired of spending my hard-earned money on clothes that didn't excite me. Buying something is fun when you want to buy it, not because you feel like you need to buy it. So, I created these pants that I could practice yoga in but also want to wear all the time. 

An idea was born

The idea for the Hot Short style (aka the Jaden) came to me one SF Pride weekend day during savasana. This one idea evolved and expanded into so much more. Beyond just the clothes but what they represent. Freedom from feeling constricted not only in the body but in the mind. Clothes that we love to wear because they feel good on our bodies and we feel confident in them. We are physical, spiritual and emotional beings. Yoga is the union of all. And that's how yoga and fashion got married for YURIYASA.

There will be more to add to your closet from us, but wanted to introduce you to these pants asap while getting ready to show you your new favorite top, jacket, and more!

But there's more to life than fashion

A huge reason why I started this business was to use it as a platform for important humanitarian issues through donating a portion of every pant sold to support Women's education and rights. As the daughter of an immigrant mother who I witnessed navigating through a world where the odds were stacked against her, I understood how much of her potential wasn't able to be realized. The more we all recognize the greatness in Women around the world, there is only one way to go for us all. Up.

I'm excited to go on this journey with you all. Sign up for the mailing list ↓ so you don't miss out on the announcements.

Big hugs and love,

Yurina