About Us
Y.A.L Clothing was created from a simple but powerful idea: to remind people that they are loved.
Founded in Nelson, New Zealand by Rozene Jayasundara, Y.A.L which stands for You Are Loved began as more than just a clothing brand. It was created with purpose, heart, and the hope that something as simple as words on a hoodie could make a difference in someone’s life.
At just 16 years old, Rozene had a vision to create clothing with meaningful messages that people could carry with them every day. The idea came from a deeply personal place. After losing her only sibling, her brother, to suicide, Rozene and her family spent years finding quiet ways to support and uplift others within their community. Y.A.L became her way of turning pain into purpose.
The thought behind the brand was simple: what if someone walking past reads a message on a hoodie at the exact moment they need it most? A reminder like “Happiness looks good on you,” “Be patient with yourself,” or “I hope you heal from the things you don’t talk about” could give someone comfort, hope, or even a second thought about life. Every quote was chosen intentionally to encourage, uplift, and start conversations around mental health, healing, and self-worth.
From the beginning, Rozene was determined that Y.A.L would not only have meaning, but also quality. She had a clear vision for the fabrics, colours, and overall feel of the brand. The journey was far from easy. Finding the right supplier took time, patience, and persistence because she refused to compromise on quality. Every detail was carefully considered from sourcing the perfect fabric to designing custom neck labels to packaging. Behind the scenes were countless late nights, moments of doubt, tears, excitement, and learning experiences that slowly shaped Y.A.L into what it is today.
What started with an initial launch of 65 hoodies has continued to grow into a meaningful community-driven brand. Y.A.L has expanded beyond its original collection into oversized premium hoodies, crewnecks, tote bags, and new upcoming products, while staying true to its original message. The brand has connected with people through local markets, multicultural festivals, conferences, churches, and social media, reaching individuals from all walks of life.
Y.A.L Clothing is also committed to giving back. A portion of profits supports mental health and suicide awareness initiatives, continuing the mission that inspired the brand from the very beginning.
Today, Y.A.L represents more than fashion. It represents comfort, community, healing, and hope. It is a reminder that even in difficult moments, no one is alone.
Because at the heart of everything Y.A.L stands for is one message:
You Are Loved.