Wynona Founder Robert Yarish: Menswear “For People Who Like Really Good Clothes”
There has been a lot of talk of “quiet luxury” in the media and online as of late. On HBO’s Succession, characters march in and out of limousines and private jets in subdued Loro Piana knits and Brunello Cucinelli t-shirts, while the recent trial of Gwyneth Paltrow saw the GOOP founder confidently wearing unadorned Prada sweaters and oversized overcoats from The Row. The breathless coverage of this trend is really just a levelling out after years of streetwear and “logomania” proliferating shops, runways, and influencers — think a Gucci logo tracksuit with chunky Balenciaga sneakers and a Supreme hat.
Sure, this trend is about a certain IYKYK luxury-without-saying-luxury look, but it’s also simply about well-constructed clothing made with fine materials in timeless silhouettes. Forget the media creations: this is what upstart menswear label Wynona is after.
When Toronto-born-and-based founder and creative director Robert Yarish launched his brand earlier this year, it was with the goal of creating clothing that has what he describes as a relaxed elegance. “I grew up watching old movies with the likes of Cary Grant, Paul Newman, and Steve McQueen. These guys knew how to dress. They were the best-dressed guys in the room without being the best-dressed guys in the room,” Yarish says in his Toronto studio. “I’ve always loved loose pants, sweeping coats, and clothing that evokes a very European lifestyle.”
Wynona officially launched in March of this year with a tight collection of elegant pieces, including tees and tanks made from Portuguese organic cotton, wool mohair knits, an olive ultrasuede blouson jacket, camp collars with finely stitched details, and the jewel of the collection — a cream two-piece Italian wool suit that wouldn’t look out of place in a box at Wimbledon. Each piece features little details that men appreciate, such as the poplin shirt with an embroidered monogram paying homage to Alain Delon’s Purple Noon.
Wynona Spring/Summer 2023
Wynona Spring/Summer 2023
Wynona Spring/Summer 2023
Wynona Spring/Summer 2023
Wynona Spring/Summer 2023
Wynona Spring/Summer 2023
At 30 years old, Yarish took a chance and started his own brand while juggling a full-time job. With early interest from retailers and plans to debut future collections at European fashion weeks, his side-hustle has clearly been a success. About a year and a half ago, he started reaching out to suppliers and manufacturers — including smaller family-run Italian mills — finding a studio space, receiving samples, building a website, and organizing photoshoots.
Yarish, who went to school for economics and marketing, didn’t have the option to attend, say, Parsons for design. He taught himself how to sew and learned pattern making with the help of his mom (and YouTube), allowing him to design basic pieces that are crafted by experts in Europe. As the youngest of three boys, Yarish has always had an interest in fabric and fashion ever since his mother would take him with her to fabric stores as a child. “Clothing and fashion had kind of like a pretty big impact on my life and people’s lives,” he explains. “Like the confidence you get from wearing a beautiful suit.”
Wynona Spring/Summer 2023
Wynona Spring/Summer 2023
Wynona Spring/Summer 2023
Wynona Spring/Summer 2023
Yarish prioritizes quality materials and timelessness of design over hyper-trends, while keeping sustainability in mind. He adheres to a slow fashion mindset and uses preferred fibers and materials, as well as organic fabrics and certifications like OEKO-TEX. “If you have a suit that lasts for 15 years, we think that’s another approach to sustainability,” he says.
It’s all added up to a brand that is, as he puts it, “making really good clothes for people who like really good clothes.” So forget the hyper-trends — for Yarish, Wynona is about embracing quality and timelessness over any sort of status symbol. “I want people to feel like there’s a lot of value in what they’re getting and that they’re a part of something special. I’m trying to build a community. This is a brand for people who enjoy the simple things in life.”
