YHIM is the London-based creative brand of Sophia Wu. After graduating with a Master's degree in International Business Administration, Sophia began to work in the menswear industry, in the field of business development. Through further study at Central Saint Martins and London College of Fashion, she discovered that her true passion was fashion design. Sophia channelled this enthusiasm for design and gained extensive work experience within the menswear industry, including working for the renowned luxury fashion house, Burberry.
In YHIM, Y stands for WHY. This WHY defines everything the brand does and gives it direction. Sophia believes that having a sense of purpose is the starting point of any accomplishment. Knowing the purpose and fulfilling it, even if only gradually, is far more important than heading somewhere fast but aimlessly. Sophia founded YHIM with the aim of evoking the awareness of WHY, and cater to those who are not afraid to take risks and following their own path. Sophia believes that the three Cs - Confidence, Courage and Creativity can endeavour to help those who are looking to achieve their WHY. YHIM empowers people with these 3C’s, inspiring the wearer to follow their bold and unique calling with confidence.
Sophia chose the pocket square as an expression of her belief, and is currently focusing on designing unique and luxury men's pocket squares. Her first collection ANYTIME ANYWEAR has reinvented the pocket square. This new pocket square invention turns a single pocket square into eight coordinated but unique designs, making it the perfect menswear accessory for all occasions, from weekdays to the weekend, and from work to pleasure. The innovative design features reversible, double-sided premium silk, each bursting with distinctive patterns and creative colour combinations. This luxurious silk fabric is crafted in England, showcasing twill on the front and satin on the reverse, providing two exquisite textures to select from. The never-before-seen collection provides the wearer with a perfect accessory through which to channel every side of his personality in his own unique way.
Born in China, Sophia now calls London her home, embracing and appreciating the culture of both the east and the west. Now, Sophia combines her passion with business skills to create YHIM, through which to inspire and empower people to Be Confident, Be Bold, Be Unique, Be YOU!