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Based on the acronym of You Only Live Once, YOLO replies to the change of direction that is happening in the fashion world, when the target of generation z and millennials say goodbye to logomania and are looking for a unique and personal style, not necessarily linked to a particular brand, where the logo is seen as an element of homologation instead of being considered a plus. 

 

 

The base idea of Yolo in fact really acts in this sense. With a selection of clothing from 100 Italian and international brands, where the labels have been removed, there is plenty of possibility of choice without conditioning and you can buy, at a very low price, the same product that, if it came with labels, would cost much more. 

 

 

The selection of the Yolo clothing, from 9 euros, is low price, but never cheap. With a huge choice of items that started with tags but will come discounted thanks to the removal of the labels, where each piece is from an existing collection, from previous seasons or prototypes of future collections.

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