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Amsterdam  ·  The Netherlands  ·  Est. 1992

YAYA

Effortless dressing, rooted in Dutch simplicity. Refined femininity, built to last.

Founded 1992
Origin Amsterdam
In South Africa A proud partner and stockist of YAYA in South Africa
Model wearing YAYA loose wide denim at Boetiek Cape Town

Designed in a small Dutch village. Worn across the world.

YAYA was born in 1992, not in a grand city studio, but in a small village just outside Amsterdam. Founder Marco Draijer started the brand with a simple guiding spirit: a positive feeling and a good dose of humour, fuelled — then as now — by a great deal of strong coffee. It was an unconventional foundation for a fashion brand, but it turned out to be the right one.

What grew from those quiet Dutch beginnings is now stocked at over 2,700 selling points around the world. Yet YAYA has never chased trends or lost its grounding. The aesthetic has remained consistent: natural tones, fine fabrics, relaxed silhouettes with a feminine edge. Pieces that feel quietly confident without trying too hard — the Dutch way.

Each YAYA collection is designed to be worn across seasons and styled endlessly, pairing beautifully with older pieces as much as new ones. There are no throwaway pieces here. Just clothing that gets better the more it's lived in — and the more it's loved.

At Boetiek, we carry YAYA because it speaks our language. It sits at the heart of what we believe about dressing well: that effortless, considered, and timeless will always outlast the latest look.

"Clothing designed for the reality of a modern woman's life — comfortable, feminine, and quietly extraordinary."
YAYA — Amsterdam, Est. 1992

YAYA at Boetiek Cape Town

A curated selection of the latest YAYA pieces — available in-store on Kloof Street and online with delivery across South Africa.

Our International Brands

Every brand at Boetiek is chosen for its design philosophy, quality, and timeless appeal — from Barcelona to Paris to Sydney.

Two-story building with 'Boetiek' and 'Boshoff Brönn Smit' signage on a clear day.

79 Kloof Street, Cape Town | Online Store

Boetiek is a curated boutique of women’s clothing, art, and lifestyle pieces, thoughtfully brought together from both local and international brands. Located at 79 Kloof Street in Cape Town, the store offers an elevated in-person shopping experience, while our online store makes discovering Boetiek effortless from anywhere.