YSIM is a Ukrainian clothing brand for the entire family, combining style, comfort and care in every detail. The brand creates clothing for children, teenagers and adults, with the aim of making family shopping easier while allowing every look to feel harmonious and individual. The concept of the family look holds a special place in YSIM’s philosophy: rather than dressing the whole family in identical outfits, the brand creates pieces united by a shared aesthetic while giving each person the freedom to remain true to themselves.
Anna Oleksandrivna Usatenko, CEO of YSIM, shares how the brand’s story began, what modern children’s clothing should be and what lies ahead for YSIM.
— How did the idea of creating YSIM come about? What was your greatest source of inspiration?
Anna Usatenko: YSIM was born from a very simple yet ambitious dream: to create accessible clothing in which every member of the family could feel comfortable. We saw mothers searching for something stylish for themselves, then running to several other stores to find clothes for their children and husbands. That was when we realised we could bring all these worlds together within one brand.
— What distinguishes YSIM children’s clothing from other brands?
Anna Usatenko: Our main difference is our interpretation of the family look concept in its best form. It is not about identical, copy-and-paste outfits, but about clothing that connects the aesthetics of mothers, fathers and children while leaving room for everyone’s individuality.
We build every collection around three values: quality that can be felt through touch, comfort that is noticeable from the very first moment, and care. The entire process—from pattern development to garment construction—takes place at our own production facility and remains under our supervision.
— How do you envision modern children’s style? What matters most today: fashion, comfort or individuality?
Anna Usatenko: Modern children’s style is no longer about dressing children as “little adults” in miniature versions of current trends. It is about clothing that allows a child to remain a child—to run, climb and play while still looking polished and well put together.
If we were to establish priorities, comfort would be the foundation, individuality the soul, and fashion merely the beautiful outer layer. Without the first two, even the most fashionable piece simply does not work.
— What should parents pay attention to when choosing clothing for their children?
Anna Usatenko: First and foremost, they should look at the fabric composition and how it behaves after washing: whether it loses its shape or colour and whether it allows the skin to breathe.
Next comes the quality of construction: even seams and the absence of rigid elements that might rub against or irritate the skin. The sizing system is equally important. Children grow quickly, so a brand should offer a well-considered size range and ensure that every garment accurately corresponds to the size indicated on its label.
— How important is it to use high-quality and safe materials?
Anna Usatenko: Without exaggeration, it is our number-one priority. Children’s skin is far more sensitive than adults’ skin, so we approach fabric selection with great care. We prioritise natural and certified materials and test all trims and fastenings to ensure there are no sharp edges or small components that could pose a risk.
Having our own production facility allows us to oversee every stage—from purchasing the fabric to the final construction of each garment.
— Do children participate in the creation of your collections?
Anna Usatenko: Yes, and it often happens in a very natural and unexpected way. We receive feedback from mothers who try the garments on their children and share their impressions: where something feels too tight, which pieces their children enjoy wearing every day and which ones remain untouched in the wardrobe. A child’s “veto” against an uncomfortable garment is one of the most honest and valuable sources of insight we could possibly have.
— How would you describe the child who wears YSIM?
Anna Usatenko: It is a child who is not afraid to be active, curious and a little noisy, while still looking polished and harmonious alongside their parents. Confidence, naturalness and warmth are the qualities that, in our view, best reflect the spirit of the brand.
— Which trends in children’s fashion do you believe will remain relevant in the coming years?
Anna Usatenko: We are seeing growing demand for conscious consumption. Parents are increasingly choosing high-quality wardrobe essentials instead of large quantities of inexpensive clothing.
The family look trend will continue to grow, along with demand for clothing adapted to children’s active lifestyles. Inclusive sizing will, of course, remain an important direction, because every family is different.
— What dreams and ambitions do you have for the future of YSIM?
Anna Usatenko: We are continuing to expand our network of stores and develop a broader size range so that YSIM can serve even more families. Our plans include new capsule collections and the development of products designed to make parents’ lives easier.
Our greatest dream remains unchanged: for every family that chooses YSIM to feel the care embedded in every detail.
Website of the Ukrainian clothing brand YSIM
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