About Us
In a world overwhelmed by excessive accessories—cluttering minds and diverting attention to the unnecessary—we believe in simplicity. Freeing your time and energy for what truly matters: your friends, your family, and your wellbeing.
We believe in having less, but better.
We offer fewer, but refined choices.
We don’t chase trends.
We stand for quality.
We stand for sustainability.
We stand for owning fewer bags—thoughtfully designed to accompany you through every occasion.
Who We Are
We are two young families united by a shared passion for beauty, quality, and sustainability. As parents and artisans, we value creating things that endure—pieces with a story, heritage, and purpose.
The journey began in 2012 when our founder Aquila Zhang transformed an abandoned recycling center into a leather workshop, and named it YOWO.
The word “YOWO” draws inspiration from an Eastern philosophy that embraces the concept of bringing form to the formless—turning the ordinary into the extraordinary. It reflects the harmony of creativity, resourcefulness, and intentional design.
Over the past decade, Aquila has crafted countless leather goods, from briefcases and furniture to everyday essentials. Along the way, he developed a deep fascination with the tools and machinery behind the craft. In 2023, inspired by years of dedication, Aquila felt ready to share his designs with the world. After six months of visiting dozens of production facilities, he discovered a small, family-run factory in Guangzhou. This partner aligns with our commitment to ethical and sustainable practices, crafting premium leather bags that meet Aquila’s exacting standards.
In 2024, Aquila reunited with Milcah, an art school classmate and longtime friend, who joined as co-founder. Together, they are bringing YOWO Studio to the world — a celebration of craftsmanship, sustainability, and timeless design.
