New Brand: Technical Fabrics and Innovation by YDOT for AW26
A warm welcome to YDOT, the latest brand to join the Pick Store roster. Pronounced ‘Why Dot’, the brand brings together outdoor heritage and contemporary lifestyle, with German origins, Danish headquarters and a Japanese creative base.
Founded in 1983 by a couple with a shared passion for the outdoors and mountaineering, YDOT brings over four decades of expertise in insulation and outdoor innovation, with humble beginnings rooted in specialist expedition equipment. Over the years, the brand has naturally evolved beyond its technical origins, bringing its longstanding knowledge of outdoor performance and functionality into the contemporary wardrobe.
Today, the collection blends technical performance, refined design and everyday comfort, striking a considered balance between functionality and modern lifestyle. Designed with versatility and movement in mind, each piece transitions naturally between the ever-changing environments of the city and the mountainous landscapes further afield.
At Pick Store, we've always been drawn to brands that bring together thoughtful design, considered construction and everyday practicality. Each season, we look to evolve and refine our curation, introducing brands that not only bring something distinctive to our roster but also sit cohesively alongside one another, complementing and bringing out the best in each collection.
YDOT feels like a natural addition to our roster, offering a distinct technical perspective that aligns with our approach to relaxed, contemporary dressing. From ultra-lightweight insulated layers to functional everyday staples, the collection introduces a new dimension to our offering, bringing together performance, comfort and versatility with a refined, understated aesthetic.
For us, it’s the finer details that really caught our eye. Lightweight construction, enhanced breathability and ergonomic functionality are all defining qualities that shape the finished garment. Thoughtfully placed ventilation openings, curved seams, integrated pockets and adjustable components come together to form an integral part of each piece’s visual identity, allowing shape and construction to take centre stage rather than simply serving as additional functional features.
A brand that feels distinctly aligned, while confidently carving out its own identity.
Discover the full collection, available in-store and online now.
