y0u?

We're not a brand that tells you "everything will be fine." We don't sell comfort. We don't promise shortcuts.
We ask one question — Why not you?

Where it comes from

Everyone has heard the same things:
– it won't work
– it's unrealistic
– someone else is better
– it's not for you

And at some point, there's silence. A moment when you're left alone with yourself.
That's where y0u? was born.

What we do

We create clothing that doesn't motivate — it reminds.
It doesn't shout. It doesn't explain. It just exists.
One sentence on your chest. One question in your head.

Why streetwear

Because streetwear was never about clothes. It was about attitude. About what you wear when no one's watching. And what you wear when everyone doubts you.

Who y0u? is for

For people who:

• don't wait for permission
• know no one is coming to save them
• keep going even when no one applauds

Not for everyone. And that's fine.

This is not for you if:

• you're looking for empty slogans
• you want someone to lead you by the hand
• you need constant validation

y0u? doesn't give answers. It leaves the question.

Why not you?

Don't answer us. Answer yourself.