The Story of Yemat™

Yemat™ is more than a brand — it’s a movement of self-belief, resilience, and individuality. Founded by Sasha Conte, Yemat™ redefines the boundaries of fashion by fusing the bold energy of streetwear with the refined craftsmanship of luxury design. Every piece tells a story of strength, freedom, and defiance against the ordinary.

Sasha’s journey began in Belarus in the early 90s, a country navigating transformation.

As a child, he relocated to southern Italy, where he faced the challenges of being an outsider in a new world. These formative years shaped his understanding of identity and perseverance. Later, his move to Australia opened a new chapter — a place where cultures blended, labels dissolved, and creativity flourished. Here, Sasha discovered the freedom to embrace his true self and lay the foundation for Yemat™.

But Yemat™ doesn’t belong to any one place, just as Sasha himself refuses to be defined by borders. Whether in Belarus, Italy, or Australia, Sasha’s creative journey is fueled by a global mindset. He takes inspiration from his travels and life experiences, distilling the best of each culture into his artistic vision. For Sasha, fashion transcends geography, and Yemat™ reflects this philosophy. It’s a brand without a country — a worldwide movement for anyone, anywhere, who dares to express themselves fully.

With years of experience as a salesperson for renowned fashion houses, Sasha developed an intimate understanding of craftsmanship, elegance, and the art of design.

However, he envisioned a brand that could go further — a brand that wasn’t just about fashion but about empowering those who wore it. From this vision, Yemat™ was born.

Every Yemat™ garment is crafted in Portugal, a hub of high-quality manufacturing and ethical production. Using premium organic materials and sustainable, chemical-free processes, each piece is designed to stand the test of time. From ultra-luxurious cotton to precise tailoring and innovative washes, Yemat™ delivers unparalleled fit, comfort, and durability. This commitment to quality ensures that every garment is as exceptional as the individual who wears it.

With the ethos “Determination Exceeds Everything,” Yemat™ is for those who face challenges head-on, transforming adversity into power. Inspired by trailblazers who defy the odds and create their own paths, Yemat™ represents a community of individuals who embrace their authenticity and boldly redefine the world around them.

“Yemat™ is for those who know that to leave a mark on this world, you must be fearless, visionary, and above all, unapologetically true to yourself.”

Today, Yemat™ stands as a testament to the limitless possibilities of self-expression. Combining the rebellious spirit of streetwear with the precision of luxury design, Yemat™ creates more than clothing — it creates a statement of strength, empowerment, and individuality, free for all, belonging to no borders, and designed for the world.