YunesSw te
Press Kit
The Yunes Swathe brand fuses the worlds of classic and avant-garde – a modern label enriched with articulate detail, creating a line that embodies refined quality and timelessness. Nurtured in exceptional technique, vision and inventiveness, Yunes Swathe was reared in silence to foster its distinctiveness. Each offering is not just a piece, but a creation showcasing the brand’s signature style and harkening to a lifestyle of luxury. The imprint of Yunes Swathe is of a high-end design house. Each piece is of particular detail and attention. The outline on the metal clasp of the unisex handbag, the raised emblazoned logo with every piece, the delicate fabric selected within the clothing division, the finest of jewelry within the upcoming accessory collection, all add to the luxury design house’s mystique. The first offering from the luxury imprint is the exclusive handbag collection. This handbag collection, already garnering praise from those celebrities privy to view upclose the intricacy of the detail. Selecting from thousands of leather swatches for each bag, customizing the zipper pattern, tripling the thread count on the inside lining of each bag, the Yunes Swathe handbag collection promises to deliver timeless pieces. Boutique buyers clamoring for a sneak preview of the line have added to the already growing mystique surrounding the brand. Quoting the senior designer, “I want our clients and consumers to fall in love with the bag and the stories behind each piece.”
Yunes Swathe handbags are designed to be simple yet bold pieces that will enhance the overall look of an outfit without overpowering it. Most items are also unisex, a quality distinctive to our brand. We are a New York based company that prides itself with having locally made products with a European flair, aiming to contribute to the overall New York and US economy. Each bag will have its own identity and will be a celebrity in its own right. Strategic marketing campaigns are designed to evoke a different emotion behind each bag. The story regarding the background and intricacy involved in making each bag will accompany them and also be a part of the display in any department store/boutique or on-line viewing of the bags. This allows for the consumer/client to become emotionally attached to the brand and creates client retention which can be felt through generations with timeless pieces that become collector’s items. Packaging for the product will also be distinctive with each handbag to ensure that it is in line with the story behind it. Campaigns are also viewable on our blog at www.yunesswathe.com/ysblog. Social/Digital Media pages will be regularly maintained keeping a strategic grip on informing the consumer of new product however not oversaturating the market with too much information that could strip the exclusivity feel from the product and brand. The bags and the brand will be aligned with the right exposure in major publications along with feature articles that serve the high-end, luxury followers of Yunes Swathe but still use niche publications to expand the market visibility and followers.
The Meaning of Yunes Swathe Yunes is the designer’s grandmother's maiden name and was chosen because she was a well traveled, worldly woman. 'Swathe' means to be enveloped. The word 'swathe' was chosen because the quality that each piece has, envelops the quality that the designer Ingrid believes in.
YunesSw te
The Meaning of the Yunes Swathe Logo The Yunes Swathe logo is a black Onyx with the ‘Y’ for Yunes Swathe embedded in the middle. The Black Onyx was chosen because it has a slow moving and soothing energy that allows the wearer to release negativity and to let go of stress and tension. It also helps absorb needed energies from the Universe, bringing happiness and good fortune. It is a grounding stone, which can be used to create and remember our connection to the earth and find our center by gaining access to intuition and inner guidance.
MEET THE DESIGNER Ingrid H. is an accomplished professional with retail and accounting experience. She attended Baruch College to pursue a degree in accounting but soon discovered her love for fashion and business of fashion while handling the books for a wholesale apparel company. As a result of being exposed to the inner workings of a design company, her desire to express herself in a more creative and hands on way was awakened. For the past three and a half years, Ingrid has been working diligently on learning the ins and out of the fashion and manufacturing industry and as a result Yunes Swathe was born.
MISSION STATEMENT Our mission is to indulge our customers with high quality, luxurious handbags. Using the most stately and poignant leathers our creations are made to harken to our customers’ luxurious desires. We manufacture items that will grow with our customers in every stage of their lives and compliment every facet of their existence. Yunes Swathe showcases collections that exude glamour with simple yet enticing designs, captivating all audiences. We aim to mesmerize while we accessorize. In this ever-changing industry, we strive to maintain our standard and enchanting demeanor through our trend-setting creations.
DESIGN PROCESS
THE LEATHER
Inspiration can come from anywhere. A casual conversation, an emotion or feeling evoked, or the significance of a structure or building. The idea is born. Yunes Swathe's dedication to quality, detail and technique is infused into every piece that is
Only the finest raw materials from all over the world including France, Germany, Italy, Mexico, Brazil, and Argentina are used.
created.
The leather is painstakingly processed using the most gentle care products and techniques through prep, tanning, splitting and shaving, setting and finishing. Throughout the process, flexibility and resistance to water and wear are properties maintained in the finish.
THE HARDWARE After sifting through thousands of buttons, grommets, closures, and zippers, the hardware is then selected. Each piece is thoroughly analyzed to make certain the desired effect is achieved. The look of every zipper pull is scrutinized. The sound each zipper makes as it opens and closes are evaluated. The right zipper teeth sizes are chosen.
PRODUCT AVAILABILITY Currently, products are manufactured on a per order basis. Consumer orders are placed online or over the telephone and are notified of the estimated arrival date of the product. Lead times are approximately 10-12 weeks, which is a typical turnaround time for custom manufactured goods. Most importantly all products are produced within the United States and as we continue to ensure our contribution to the rebuilding of the American economy. We are currently in the process of distributing line sheets to major luxury retail outlets to further facilitate the distribution of our products to our customers.
TARGET MARKET The luxury brand targets a wide range of demographics of Affluent spenders from ages 24-60. Yunes Swathe Corp develops the lines and supports them with solid, strategic advertising, marketing and PR campaigns. Yunes Swathe’s intent is to offer timeless collector’s pieces through handbags, as well as incorporating jewelry and a full clothing division in the near future.
Press Features/ Press Releases
They Might not be the Empire State Building but... These handbags are not just rich but large A woman’s love for a handbag might rank right up next to life itself for some. It starts at a very young age for most, they rapidly expand their collects; Louis Vuitton, Coach, Prada and many other well known designer names. They not only learn about the intricacies of the purses in their collection but also what makes a handbag good and what’s the difference between the knockoff and the real thing. But one bag that many might not be aware of is a hot line with a unique name; it might not be French or Italian like a lot of popular designers of today but what it is is 100 percent of hand picked; genuine hard work goes into each handbag. The other is that Yunes Swathe is up with the times. Men are gearing up with bags just as much as women these days so the trends are shifting to meet the demands of both women and men. I could try to explain this to you but the best way would be to allow you to watch a short video by CEO & senior designer, Ingrid H.
DR!P Products Spotlight By David Whitely Yunes Swathe Empire and Rich Bags Ingrid H., CEO and senior designer and creative director, Terrance Brewer of Yunes Swathe Corporation, bring forth classic style with a modern feel and quality with their luxury design handbags the Empire Bag and Rich Bag. The luxury bags encompass the worldly style and quality of the origin of company's name, where Ingrid cites her grandmother for this in saying, “Yunes is my grandmother's maiden name and I chose that because she was a well traveled, worldly woman. 'Swathe' means to be enveloped and the reason why I chose that word 'swathe,' is because the quality of each piece has, envelops the quality that we believe in.” The quality that Ingrid speaks of comes from 100 percent cowhide from that of South America and Italy, in producing the best quality leather available. The zippers are that of lappos, and nickel material, and are hand crafted, for making of a long lasting product. Terrance's attention to the detail and quality of the product connects to the
brand of Yunes Swathe in saying, “We literally spend hours and hours at a time just picking out zippers. I know when most people look at zippers they think of it as a zipper, but its a process, its a mixture with finding the right teeth size for zippers... With women, they add everything to their bag, and their bag needs to be sturdy, and they need to have sturdy zippers. Just to make sure that the bag is stylish, but functional also. So we want the woman to feel comfortable, and sexy with her bag, but know that everything that's in it is safe and secure.” The Empire Bag not only resembles the Empire State Building in name, but also in its construction. “The inspiration behind the Empire Bag was Empire City, Empire state of mind, the Empire State Building. I actually wanted it to mimic the Empire State Building in the structure, if you look at the top parts of the garment. I wanted it to have that industrial feel, but also wanted to have that hint of power to it as the Empire State Building does,” says Ingrid. The Empire Bag has hand stitched top handles, top zip closure, two side zip pockets, with three interior patch pockets, and a cotton interior lining. The Rich Bag is not a briefcase, but a carry all bag. The Rich Bag “is a lifestyle bag, its one of those bags where you want to treasure it, and pass it down from generation to generation because it takes so much
care and the amount of leather that we use, and the zippers. It’s a sturdy bag; it’s a beautiful bag. Its one of those bags that you want to cherish it, because it will last a lifetime,” says Terrance. The Empire Bag is currently priced at $2150 and the Rich Bag is priced at $1700. Both bags can be found exclusively at www.yunesswathe.com.
Yunes Swathe Goes Risque PRLog (Press Release) - Nov 01, 2011 When luxury meets sultry, Yunes Swathe’s latest commercial combines the two to deliver a unique yet alluring view into its luxury handbag line. The commercial filmed and directed by Maximo Photography, features UK supermodel Laura-Ann ‘Lala’ Daly who almost bares it all while still capturing the timeless essence of Yunes Swathe’s Empire Bag. The video set in black and white communicates to the public that “Fashion is Timeless” and shows the effortless trend in today’s time. The Empire Bag, as the name suggests, embodies the Empire State Building in its classic yet unique and outstanding construction. With attention to every fine detail and the convenience of multiple compartments the bag matches the Empire State lifestyle. Quoting the senior designer, “I want our clients and consumers to fall in love with the bag and the stories behind each piece.” Yunes Swathe’s products are exclusively available online at http://www.yunesswathe.com . Selecting from thousands of leather swatches for each bag, customizing the zipper pattern, tripling the thread count on the inside lining of each bag, the Yunes Swathe handbag collection promises to deliver timeless pieces. Most importantly all of Yunes Swathe’s products are produced in New York City playing their part in the contribution of rebuilding the American economy. This new commercial is sure to leave a lasting image in its viewers’ minds. View the video here http:// www.youtube.com/watch?v=XWx10hRxCqc . For more information on Yunes Swathe visit their website at www.yunesswathe.
When Fashion and Rock Collide Yunes Swathe Rocks Out With Navegante For Latest Commercial Luxury handbag, Yunes Swathe line has yet again managed to deliver another powerfully captivating commercial featuring Electro Latin Funk band Navegante. FOR IMMEDIATE RELEASE PRLog (Press Release) - May 20, 2012 Manhattan, NY, -- Yunes Swathe’s last commercial turned quite a few heads with its risqué vision and sultry UK model Lala Daly. This time around the luxury handbag line has yet again managed to deliver another powerfully captivating commercial featuring Electro Latin Funk band Navegante that is sure to yet again capture the attention of its viewers. The commercial which features UK Supermodel Lala Daly and the beautiful Nofar Avigdor, takes you to an underground fight club scene where models representing Yunes Swathe’s Rich and Empire bags are seen fighting for the ultimate prize. The concept of the video is to metaphorically depict the strength and power of Yunes Swathe’s New York Collection. The eclectic band Navegante is featured in the video performing their hit song “All In Your Head”. Tons of Navegante’s fans showed up on set for the filming event. Navegante has caught the eyes of the legendary Carlos Santana who praised the band declaring "Navegante is the artist that will carry the torch into the future". The band has been consistently venturing out and doing big things even recently collaborating
with the former Roc-A-Fella rapper turned Division-1 signee Young Chris and garnering press from the New York Times and the Village Voice. The Yunes Swathe and Navegante collaboration attracted the likes of Entrepreneur and recording artist Prince Malik who also made a guest appearance in the video, Drip Magazine contributor David Whitely, Audrey of Audrey Allure and William Daniels of Bug Music. Also spotted in the video is Kikiriki Showroom where the models are seen contemplating between the Empire and Rich Bags. Hailing from the city where dreams come true, Yunes Swathe and Navegante make the collaboration even more meaningful as a representation of following your dreams and aspirations, something the New York Collection represents according to Senior Designer Ingrid H. The production of the commercial also featured some high fashion brands. All four lead female models are draped in clothing by Suma Chanders and Alex can be seen wearing Raval and Knight. Yunes Swathe’s products are exclusively available online. Selecting from thousands of leather swatches for each bag, customizing the zipper pattern, tripling the thread count on the inside lining of each bag, the Yunes Swathe handbag collection promises to deliver timeless pieces. Yunes Swathe’s products are produced in New York City playing their part in the contribution of rebuilding the American economy. Yunes Swathe’s new promo video along with the former risqué commercial leaves us to wonder what else the company has in store for their upcoming videos and collections. To see the video and find out which bag ultimately wins the fight visit http://www.youtube.com/ watch?v=LcEUkDb-D_4. For more information on Yunes Swathe visit their website at http://yunesswathe.com/ . For more on Navegante visit their website at http://navegantemusic.com/ .
THE REVIEWS Tia White“Woooooow Absolutely beautiful bags! You will certainly not see just anyone walking around with the empire bag... perfect for the lady who loves to be unique.” Sydney P. Crain“I think this bag will make my Christmas gift list for MYSELF.” Cortney Ellis Joy-Taylor“Love the feature and the bags are hot!” “I also loved the video it was very professional and it makes your bags 100 times so much more. Very high end and professional.” Julana Walters (Project Development Manager at MTV)“Nice bags! :)”
CORPORATE FACT SHEET Yunes Swathe Corp. Incorporated on March, 2009 Headquarters: Yunes Swathe 325 West 38th Street Suite 803 New York, NY, 10018 P: (212) 706 8326 F: (212) 706 8297 For Press Bookings & Product Placement: Press@yunesswathe.com For Orders & Specialized Orders: Sales@yunesswathe.com www.YunesSwathe.com www.YunesSwathe.com/YSBlog www.Twitter.com/YunesSwathe www.facebook.com/yunesswathepage
Experience Luxury