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| Main » 2012 » June » 3 » Netherlands Сatalog Plus Size Yoek. Summer 2012
4:55 PM Netherlands Сatalog Plus Size Yoek. Summer 2012 |
 Some 25 years ago, Johanna Timmer started the brand Yoek for large/plus sizes. Not because she had trouble finding the right clothes for herself – on the contrary, she was the type that looked ravishing even in a burlap sack – but because she looked beyond her own size.
Johanna Timmer was 17 and had just embarked on a business education course when she was accosted on the street. Had she ever thought about being a model? The question came from a scout for the Euro Model agency and before she knew it, Johanna was on a plane to Milan.
Thanks to her size 36, albeit with breasts, she fitted into the creations of most designers. But when she went shopping, it struck her that ‘larger sizes’ were much more difficult to get – especially in France and Italy.
Johanna: "Size 38, that was about it. If you had a Dutch size 40, forget it! I thought that was really weird.” After having combined her study with the catwalk for a couple of years, Johanna seized the opportunity to exchange her modelling career for something that attracted her much, much more: entrepreneurship. That’s what she had been learning about, after all.
So she started her own fashion brand. Specifically, a quality label for women with a full figure. Not your most obvious move in those days. "The market still had to be conquered,” Johanna says. "It was a struggle to get into women’s magazines. The first years, especially, it meant working very hard. But I managed it. Nowadays almost all the glossies publish nice articles about us. Much more attention is being paid to the woman with a full figure. And rightly so: 36% of all Dutch women have a size larger than 40.”
Over the past 25 years the Yoek empire has expanded considerably. The brand now has sales outlets all over the world. Visit Yoek
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