twenty-seven names
Wellington clothing label twenty-seven names make whimsical and fun fashion. Shop colourful collections and bold prints at the boutique on Ghuznee Street.
Yu Mei is a Wellington-based leather goods label. It blends luxury, utility, and a distinct New Zealand touch. Founded by designer Jessie Wong, the brand is known for skilful craftsmanship and beautiful designs. Its bags and accessories prioritise function and form as well as aesthetics. “The need for 100 different bags is over — one well-designed piece can do it all,” says Jessie.
The full Yu Mei range is available online, but those looking for a tactile, personal experience are best to visit the flagship Yu Mei lounge. In a historic building, the retail space is light and open, and focuses on customer experience. “No online image or description can replace speaking with an informed team member or experiencing the quality of our materials firsthand,” says Jessie. The Yu Mei team can guide customers through their bespoke Art of Packing approach. The aim is to streamline daily life with the perfect everyday bag, and additional organisers and small leather goods to complement it.
“The need for 100 different bags is over — one well-designed piece can do it all.”
Jessie founded Yu Mei (pronounced you may) in 2015 when she couldn’t find a bag that carried everything she needed. Her first Yu Mei style, the Braidy Bag, fit a laptop, lunchbox, visual diary, and chargers. “Basically the kitchen sink,” says Jessie. As with the Braidy Bag, all Yu Mei designs are named after Jessie's friends, and suited to their real carrying needs. “My theory is: if one person has a problem, a hundred others do too. Solving those problems is how great design happens,” says Wong.
As well as functionality and design, Yu Mei is uncompromising when it comes to materials, particularly their signature deer nappa. The leather is sourced from local farms in the South Island. It’s a by-product of the venison industry that would otherwise become waste. “At Yu Mei, we’re committed to ensuring that the resources we use are replenished rather than depleted. It’s about designing for the future, not just the present,” says Jessie.
Is it possible to find a bag that fits everything you need, stands the test of time, and looks beautiful doing it? You may have just found it.
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