Can you share with us the story behind the founding of YKRA? Was it solely your venture, Balázs, or did you have partners involved?
In 2010, while working for a shoe designer in Budapest, I got inspired to start a backpack brand. Considering shoes too pricey and T-shirts too common, I tapped into my childhood sewing skills. Positive feedback from friends spurred me to quit my job. With an old industrial sewing machine as compensation, I set up shop in the basement of a friend's surf bar. There, I crafted backpacks to order, including our iconic Matra Mini. A chance encounter at a bar led me to my now-wife and founding partner, Juci Balogh, a design manager. We moved in together and launched the company in 2012.
We're intrigued by your production process as these items are beautifully crafted. Could you elaborate on where and how YKRA products are made? Are they still crafted in-house and is there a focus on made-to-order or batch production?
Initially, I handmade the first 50 backpacks, perfecting the design and ensuring top quality. However, as demand grew, production couldn't keep pace, leading to delays and unhappy customers. Seeking a solution, we transitioned from in-house to a manufacturing partner in Hungary. Starting small with 100 products, today, we produce 14,000 annually, supporting a small business in a region with limited job opportunities. Funding was always a challenge, and we chose to produce only to order, a rarity in our industry. This unique approach reflects the quality of YKRA products and resonates with those who value sustainable practices and minimal waste.
YKRA's print designs maintain a uniquely strong aesthetic regardless of colour and pattern. How do you approach creating these designs, and what inspires the consistent YKRA visuals?
I'm influenced by both my tastes and the technical constraints of silk screen printing and canvas. Due to cost and complexity, we stick to 4-5 colours, leading to simpler designs reminiscent of Eastern European children's books. Our collaborations with artists like Viola Balázs and Levi Csordás are crucial. Each collection aims to surpass the last, inspired by my diverse Pinterest collections. I provide artists with themes and mood boards but value their creative freedom. Ultimately, our designs' charm comes from artists loving their work.
Your commitment to using honest materials and design is commendable. Could you explain the philosophy behind prioritising traditional materials and eliminating plastics and unnecessary elements?
I don’t have an issue with quality products made from plastic per se, but I discovered a fondness for vintage hiking backpacks from the 50s and 60s for their durability and character, especially those made of leather. Unlike modern plastics that deteriorate quickly, leather ages gracefully and can be restored beautifully. Reflecting on the waste of disposable plastic products like my college backpack, which couldn't be repaired or recycled, I'm saddened by our throwaway culture. We believe in sourcing natural materials, minimalism, repairability, and eco-friendly disposal in our business philosophy.
YKRA is known for designing durable outdoor gear with a timeless approach. How do you ensure the longevity of your products, and how long does it typically take for a new product to come to market?
Quality materials are key; we stick to them over the years. Our product designs remain consistent, with occasional improvements. Prototyping in-house speeds up testing, thanks to our focus on simplicity and functionality. We gather customer feedback during direct-to-consumer sales, making tweaks if needed before retail. This process spans about a year, ensuring durability and reliability. It's not uncommon for our products to last a decade, a testament to their longevity.
Environmental responsibility is a core value at YKRA. Can you elaborate on what this entails for your brand, especially concerning your production methods and material selections?
At YKRA, our goal is to minimise environmental harm, inspired by Yvon Chouinard, founder of Patagonia. While our use of high-quality cotton may not be entirely sustainable, it's necessary for our products. We prioritise producing only what's needed for our partners, reducing industry waste. Though no solution is perfect, I believe in creating durable items that outlast alternatives, advocating for buying less but better quality, and embracing practices like repair, recycling, gifting, and buying second hand.
Here at MamaOwl, many of our team use your bags every day. What is your personal favourite YKRA item that you've designed, and why?
That is the biggest compliment, and we love you for it, thank you! :) Well, I love them all equally, as I really only design things that I would personally use. I have 3 favourite items that I use every day: my tricolour Matra Mini backpack, which started it all and was designed for myself; the orange Mini Wallet, which is always in my back pocket and is incredibly functional due to the carabiner and rope that ensure I don’t lose it; and finally, my orange Laptop Case.Out of necessity, I crafted this MacBook case when I couldn't find one that suited my needs. It proved to be my toughest design yet. Utilising 100% natural felt adds uniqueness, with its uneven texture influenced by factors like humidity and sheep type. Initially, it might seem too snug, but within a week, it moulds perfectly to your laptop, ensuring a snug fit.
We're very excited about the vibrant and radical Summer collection that is coming to us at MamaOwl, especially the Flying Flock print. Can you give us some insights into the inspiration behind these pieces and unique prints?
Our Flying Flock pattern was born from our graphic designer Ivett Lénárt's diploma work on Arctic Circle endangered animals. Inspired by her beautiful book, we decided to base a collection on it. Given our past collaborations with NGOs to protect Hungarian birds, we focused on endangered bird species for the pattern.
Looking ahead, what does the future hold for YKRA? Are there any sneak peeks or upcoming projects you can share with us and our customers?
YKRA is still a very small brand, so we are looking to expand to new markets and product lines. In the next two years, expect to see us popping up in more places as we seize our moment. Our priority is growth aligned with our values. While we have secretive special projects in the works, I can hint at an exciting summer collaboration with one of my favourite designers!
