You can learn a lot from books, but real knowledge is in practice. That certainly applies to Yke de With, founder of ETIQUETT ESSENTIALS. His love for denim started on the shop floor, with stacks of pants, fits and customers he helped every day to their new favorite jeans.
“I loved it from day one. Working with clothes and people,” says Yke. He started as an intern in a clothing store and ended up working there for eight years. “My interests quickly turned to jeans. Taking into account the fit, the quality of the fabric and how the pants behave over time. I found this very interesting and wanted to know everything about it. I even put on female models, just to feel how they should fit. Call it field research;) I sold them effortlessly after that.” 
After years of working in a clothing store, he contacted a jeans brand and quickly became a representative for the Northern Netherlands. There he rolled further into the world, got to know people and then took the next step to become an agent for a new jeans brand that was not yet represented in the Netherlands.
Yke increasingly developed his own vision of collections. This allowed him to grow into Head of Design. This position meant that Yke could be found in Turkey almost every month, where he was involved in styling and design.
For Yke, denim has become a lifestyle over the years and his enormous passion for jeans made him decide to start his own label. His vision, his taste. In 2021, the process began and on December 14, 2022, the first samples of ETIQUETT ESSENTIALS were on the table.
A label built on experience, taste and a deep love for jeans.
