In the fast-paced and ever-evolving fashion industry, it’s rare for new brands to break through the noise, gain recognition, and carve out a niche in the market. However, Yoonek by Haddy, a brand founded by Esther Dedei Aryee, is doing just that. With a mission to revolutionize fashion and inspire confidence, the brand’s unique approach is making waves both locally and internationally.
Esther Dedei Aryee, the Creative Director of Yoonek by Haddy, launched the brand in 2018 with the vision of crafting a legacy of uniqueness and elegance across Africa and beyond. The name Yoonek, derived from the Greek word for “unique,” reflects the brand’s commitment to creating standout fashion pieces. Inspired by classic designs from the 1980s, Esther blends vintage aesthetics with modern sophistication.
With over 10 years of experience in the fashion industry, Esther’s journey began at a young age, driven by an innate passion for design. She honed her skills at a Polytechnic and further sharpened her craft under esteemed fashion houses like Nallem before taking the leap to establish her own brand. Known for her sleek and contemporary designs that effortlessly merge style with comfort, she has successfully positioned Yoonek by Haddy as a brand synonymous with confidence and elegance.
Through hard work and determination, Yoonek by Haddy has expanded beyond Ghana’s borders, establishing a strong presence in the UK, US, Germany, and South Africa. The brand also caters to wholesale markets in the US and Ivory Coast, thanks to a well-established distribution network. Its growing international recognition is a testament to the brand’s commitment to quality and excellence.
In an industry often criticized for its environmental impact, Yoonek by Haddy stands out by prioritizing sustainability. The brand is committed to using eco-friendly materials, minimizing waste, and partnering with suppliers who align with its values. Esther ensures that while her designs exude confidence and sophistication, they also contribute to a healthier planet.
In a world where fashion is often about making statements, Yoonek by Haddy aims to do more—it seeks to inspire confidence, evoke sophistication, and ensure that customers always feel like they are wearing the right fashion, the right way. As the brand continues to grow, it remains dedicated to redefining fashion through innovation, elegance, and sustainability.
