Four years to begin

I'm an engineering student, currently in my fourth year.

But this story started when I first came to college.

Back then, I knew one thing: I wanted to create something of my own.

I just didn't know exactly what that something was yet.

When thrifting was everywhere

Around that time, thrift pages were starting to pop up everywhere. Thrifting was becoming a thing in Kerala and across India, and everyone seemed to be getting into it.

That was when three of my friends and I decided to do something together.

Something related to fashion.

The idea was to build a thrift page — but not just a page that sold clothes. We wanted to combine it with photography and create something more visual around it.

And we were serious about it.

We planned.

We talked about products.

We even did a photoshoot.

At one point, we were planning to travel to Delhi to source pieces ourselves.

For a while, it felt like this was actually going somewhere.

Then things happened.

Plans fell apart.

And somehow, we ended up back at zero.

When the idea became mine

Eventually, the momentum disappeared.

People moved on.

The belief that this would actually happen started fading.

But for some reason, I couldn't completely let the idea go.

I kept thinking about it.

Even when the original plan was gone, I knew I still wanted to build something.

So I started asking a different question:

If the original idea isn't going to work, what can I do instead?

By then, thrifting had become incredibly saturated. Everywhere you looked, another thrift page was starting.

So I knew I wanted to do something different.

That's when the idea started moving towards building an actual clothing brand.

But there was another problem.

Clothing brands were saturated too.

Every teenager interested in fashion seemed to have the same thought:

I should start a clothing brand.

So I questioned the idea.

Why should I start another one?

What would make this different?

And more importantly:

Was this even a good idea?

The difference between what I wanted and what I could find

The answer came from something I had experienced myself.

Whenever I went shopping, there was often a difference between what I wanted to wear and what I could actually find.

I would see clothes online that matched my taste.

Then I would go looking for something similar and come back with whatever was available.

And I realised something:

We shouldn't buy a piece of clothing because it's the best thing available.

We should buy it because it's the one we actually want.

There is a big difference between the two.

That became the vision behind YEOUBI.

I wanted to create and bring the kind of clothes I wanted to wear — the pieces I kept looking for but couldn't easily find in India.

That became my reason to keep going.

The first deadline

I wanted YEOUBI to go live by December 2025.

That was the plan.

But plans and reality don't always agree.

The biggest problem was simple:

Money.

We didn't have enough of it.

Starting the brand required sampling, production, manufacturing, the website, packaging, shoots, and a hundred other things.

At one point, there was a sponsor involved.

I thought that might finally be the thing that pushed YEOUBI forward.

It didn't work out.

And once again, I was back at zero.

Actually, by then, there wasn't really a "we."

I was the one still working on it.

Back to zero. Again.

So I kept researching.

I looked for manufacturers.

I spoke to people.

I tried to understand how everything worked.

Eventually, I found manufacturers. The plans started coming together. The brand was getting closer to becoming real.

But the same problem remained.

Money.

For a long time, YEOUBI was almost ready to begin.

Almost.

And sometimes, "almost" is the most frustrating place to be.

Four years later

Now, here we are.

Four years after the first idea.

The thrift page never happened.

The original group didn't stay together.

The plan to source from Delhi didn't happen.

The December 2025 launch didn't happen.

The sponsor didn't work out.

We went back to zero more than once.

But somehow, the idea survived all of it.

And this time, we think we've finally figured out the problems that kept stopping us.

Will another problem show up?

Maybe.

I hope not.

But after four years, I know one thing:

I'm still here.

And so is YEOUBI.

This isn't the story of a brand that became successful overnight.

It isn't even a success story yet.

It's the story of an idea that kept getting delayed, changed, questioned, and pushed back — but never completely disappeared.

Four years ago, I wanted to create something of my own.

Today, I'm finally getting ready to put it into the world.

Four years to begin.

And now, we begin.