Why we Yay

Because kids deserve clothes that speak their language — bold, comfy, a little bit wild.

Because style should be fun, not fussy.

Because stories aren’t just told in books — they’re stitched into sleeves, hidden in prints, and worn with pride.

YAY is an urban kidswear brand born in Portugal. We design clothes for boys (but trust us, cool girls love them too). Each season, we tell a new story — to spark curiosity, courage, and self-expression in the next generation. We’re big fans of hand-drawn prints, feel-good fabrics, playful colours, and a healthy sense of humour. Because at the end of the day, this isn’t just about clothes.

It’s about how you feel when you put them on.