This Is Family Business.

YEE !! is more than a brand. It's a name, a lineage, and a love letter to the Bay Area.

The Name

YEE — written 余 in Chinese, is our family name. It means abundance, legacy, and what you leave behind. And out here in the Bay, Yee is the sound of the culture, the energy of the streets, the exclamation at the end of something real.

East Meets West

YEE !! draws from the deep well of Asian craft tradition: the precision of Chinese embroidery, the storytelling of Japanese Sukajan, the symbolism woven into every motif. We bring those traditions into the language of Western streetwear. It's what happens when your heritage and your environment are both part of who you are, and you stop choosing between them.

The Sukajan Tradition

The Sukajan — the Japanese souvenir jacket — was born from post-war craftsmanship: intricate embroidery, bold imagery, and the idea that a garment could carry a story. We took that tradition and made it ours. Our embroidered crewnecks and denim jackets carry the same philosophy: every stitch is intentional, every piece is earned.

This is what we make. This is who we are.

YEE !! — Family Business. Bay Area Forever.