IYYI started because we didn’t have much choice.

Craig and Jess are married. We spent years working together at the same company, building our careers side by side, and somewhere in the routine of it all, we stopped asking what we actually wanted from life. Then the company closed. And the question came back, louder than before.

Rather than find another version of the same thing, we decided to build something of our own. Craig had talked about a clothing brand for years, one of those ideas that sits in the background waiting for the right moment. Losing our jobs turned out to be that moment.

The brand we wanted to make wasn’t about hype. It came from something we were genuinely sitting with during that period: balance. Not the word on a wellness poster. The real kind — the kind you have to work at. Knowing when to push and when to stop. Building something without losing yourself in it. Finding a way to live that doesn’t run you into the ground.

We called it IYYI — Infinite Balance. If you look at the logo closely, you'll find the yin yang symbolised in the two Y shapes facing each other, and its seeds in the dots either side. It’s all in there. The letters in the logo stands for Infinite Yin Yang Incorporated, we just didn’t put it in the design because it’s a mouthful — but it’s the reason the logo looks the way it does.

The collections follow the same thread. The Duality Collection is built on the yin yang — two opposing forces that don't cancel each other out but complete each other. The Rose Collection came from thinking about how something can carry beauty and resilience at the same time: the petals and the thorns. The Flower of Life is older than all of it — a pattern that appears across cultures that never met, suggesting that some ideas are simply universal.

We're a small brand. We release limited collections and care more about creating things that mean something than producing things that don't. We're based in the UK, building this as we go, and we're genuinely grateful whenever someone connects with what we're making.

— Craig & Jess

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