IYYI stands for Infinite Balance — a philosophy rooted in movement, contrast, and modern style.

IYYI is a UK-based streetwear brand born from a long-standing desire to create clothing with meaning. Inspired by the concept of infinity, we believe style is continuous — always evolving, never standing still.

As our journey developed through career changes and shifting perspectives, balance became central to the brand. The idea of Infinite Balance reflects the harmony between opposing forces: growth and stillness, simplicity and statement, individuality and connection.

Our focus is on creating modern streetwear with clean silhouettes, thoughtful details, and a refined contemporary aesthetic. IYYI is working towards limited-edition clothing releases, prioritising quality, exclusivity, and longevity over mass production.

Designed in the UK and built around confidence, balance, and timeless street style.