Interview
With
Santiago
Rico
Puerto
HOW WILL YOU DESCRIBE YOUR FEELING
FROM NOW SINCE YOU STARTED THE
BRAND?
Right now I’m in a calmer state as the
launching of the brand and the first
contact with the public gave me some
assurance and emotional stability. The
way in which the consumers would react
and being able to extract constructive
things from their negative and positive
comments were two of my biggest fears in
the early days as the head of the firm. Now
I have a bit more confidence in myself and
what I’m creating, the brand is progressing
and the customers are more than pleased
with the product , so I have more time to
create, draw, test new techniques, etc. to
continue designing and innovating now
that everything seems to run smoothly.
WHY DID YOU DECIDE TO START YOUR
BRAND?
YEAGOB sprang as an attempt to
revitalise and reinvent the classic
masculine suit to give it a different and
creative touch without going too far.
Ater years of studying and having a
great passion for men’s fashion, I could
see in the market two opposing styles;
the classic man, traditional and sober,
and the modern man, extravagant and
flashy.
The brand wanted to create a middle
ground, a creative man but without
losing the classic structures, a midpoint between the classic man and the
extravagant one.
From there we got the name for the first
collection, “Eutimia”. This term is
usually used in psychiatry to define the
phase of normality, the mid-point
between the manic and depression
phase in bipolar disorder patients.
YEAGOB is not any of the extremes, it’s a
perfect harmony created between these
two phases where forms and colours
help to create a different self.
WHY DID YOU DECIDE TO START YOUR
BRAND?
In the fashion world we are
constantly learning, it’s something
dynamic; you learn new things every
day, even from your mistakes. I can
say that I have learnt a bit of
everything ater finishing my design
studies, as I worked as a designer
Sleeves Magazine