About

YOCUR is a brand that celebrates the beauty in African cultural heritage.

The brand was created to provide wearable garments, which simultaneously evoke a feeling of nostalgia by reminding us of our roots, and the stories that made us who we are.

YOCUR's aesthetic is comfortable yet elegant, playful yet informative. It allows the freedom to express a serious awareness of oneself, while hinting at a carefree nature synonymous with youth.

My Story

I knew so little about my roots.

I knew where I was from, but nothing of the many people who were there before me, from my parents, to their parents and those before them. I knew nothing of the pioneers, the thinkers, the freedom fighters who built today.

I asked my father where he was from, in his own words, and in the words of his parents before him.

I asked my mother where she was from, in her own words, and in the words of her parents before her.

I asked them what they believed in, what they cherished, what made them proud of their roots.

I learnt to wear their stories with pride, I learnt that these were my stories, our stories, stories of greatness.

I built this brand for everyone who is proud enough to celebrate our stories, everyone who appreciates the beauty in what has made us who we are.