ABOUT US

A CELEBRATION OF THE LIGHT BLUE ISLAND IN ALL ITS SHADES

A collection of effortless pieces captures the Capri life style, together with a “dolce vita” allure and the joy of living

BEHIND THE BRAND

A DREAMY CAPRI GIRL

Born in Capri, Italy, I grew up surrounded by the natural beauty and unique atmosphere of the island. I breathed in years of the sweet life in Capri through the colorful tales of my grandparents. The fifties were the Golden Age for the island. It was the period of vitality, joie di vivre, and love for the excess. Hollywood celebrities and icons like the elegant Jackie Onassis, Audrey Hepburn, Ingrid Bergman as well as the aristocracy and captains of industry arrived on the island in search of the jet set life. Fascinated by the magic of the island were I grew up, I decided to study its sartorial traditions. After receiving my masters degree in Marketing Management at Bocconi University, and after years of professional experience in the luxury industry, I made my childhood dream true: the creation of my own brand. My mantra is “That’s Amore”, love for life, pizza and simple things. A love I want to share with you!

Valeria De Gregorio

LA DOLCE VITA

C’EST LA DOLCE VIE

During the fifties and sixties, while whole Italy was still recovering from World War 2, people came to Capri to enjoy a life of luxury, leisure and pleasure. Here the lifestyle called “la dolce vita”. On the island it was possible to breathe the joie de vivre, the eccentricity and the light-heartedness. The glittery international jet-set arrived along with movie divas, magnates with their wives, and Hollywood stars. Capri became a symbol of taste, classic style, and a unique charm that overcame both time and fashion. This is the place and the moment that inspired the philosophy of the brand and the glamour of the ‘50s in Capri comes alive again today in Y’AM Capri unique items.

HERITAGE

THE ANCIENT CAPRI TAILORING TRADITION

At the end of the Forties, while Italian economy was still recovering, the Caprese factory “La Tessitrice dell’isola” originally set up by Edwin Cerio in the 1930s, developed into the more aristocratic artisan atelier of the Baroness Clarette Gallotti. Her 'art applied to fashion' made the name of Capri famous worldwide. A fashion “caprese” style was born, and it was a "recognizable locally created dressing style" still identifiable today. It is on the island that classic silhouettes came to be, such as the beloved Capri pants, inspired by the hardworking Italian fishermen. Out of Capri’s long tradition of master tailoring, designers Emilio Pucci and Livio De Simone began their careers working under the beauty of the famous Faraglioni. In my family the love for the tailoring goes deep, even my beloved grandmother was a seamstress and she worked for famous atelier on the island during the fifties. This and so much more is why our mission is to bring back to life the ancient Capri tailoring tradition.

OUR EXPERTISE

DETAILED CRAFTMANSHIP MADE IN ITALY

We create chic and timeless pieces with the attention to detail, craftsmanship and natural femininity, all sustainably handmade in Italy. Each Y’AM Capri garment is carefully designed, sourced and produced in Capri and the Amalfi Coast, simultaneously preserving and sustaining the craftsmanship and textile traditions of these cherished lands. We use handmade techniques such as hand-embroidered and hand printing. We highly value the manual skills of our artisans and savoir-faire behind our creations.
From the beginning of this project, one of our main goals is to empower local artisans, supporting them in a processor of mutual sustainable growth.

WHY Y’AM CAPRI
“Y’AM” comes from the expression of the Neapolitan dialect “Jamm ja” that in english means “lets go/hurry up!”. In Neapolitan language, it is used to express an exhortation. The expression “Jamm ja” appears in the refrain of the famous Neapolitan song “Funiculì funiculà”. Y’AM is a recalling the first person of the verb to be in english “I am”, “I’m Capri” conveys a sense of belonging among potential consumers; Yam (also Yamm) is the god of the sea in the Canaanite pantheon, famous during the Egyptian period. And Capri as it’s surrounded by the sea can be considered the queen island of the sea. Therefore the name Y’AM evokes the irony and positivity that the brand wants to express.
SUSTAINABILITY ENGAGEMENT

A RESPONSIBLE PRODUCTION MODEL

This means responsible production volumes, no items left unsold, no waste. We use the scaps of fabrics to realise our pouches for our bijoux collection, and unique pieces accessories like hair bands and scrunchies.

CERTIFICATIONS

For all the product we don’t control the production methods (white t-shirts, shoppers, bags. Gifting). We select factories and suppliers with ethical standards recognised by many prestigious industry bodies and international organisations.

ECO-FRIENDLY MATERIALS
90% NATURAL TEXTILES

In all our collections we use environment-friendly materials (with a truly minimal environmental impact), i.e. organic cotton, linen, silk, as well as certified materials like lyocel (Tencel).

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