I started YUP while travelling solo through Egypt — somewhere between the deserts, the chaos, and the silence.

It was the first time I asked myself a simple question:

What does it mean to truly buckle up for your own life?

Everywhere I went, I met people who weren’t waiting for permission.

They were carving their own path — bold, raw, imperfect, real.

Urban Cowboys in their own way.

That’s when it clicked:

the world doesn’t reward the ones who play it safe.

It rewards the ones who show up boldly.

YUP was born with one purpose:

“YUP empowers the Urban Cowboys of today — the ones willing to ride into their future.”

A belt became the perfect symbol.

Someone who faces fear, shows up boldly, and rides into their own future with intention. Someone who chooses their direction, ties their own reins, and keeps moving forward even when the path isn’t marked.

A belt isn’t just something you wear — it’s something you fasten before you take your next step.

Armour for ambition.

A signal to yourself:

Buckle Up. Ride Forward. YUP.