Young Urban Pioneers

Say YUP. Mean it.

Young Urban Pioneers. Born in Leuven, with a thing for statement buckles and people who wear what they like.

We started with belts. Now there are caps and carabiners too. Different pieces, same instinct: give an everyday outfit something of your own.

One word. Plenty of attitude.

Yes. Full stop.

Linguist Martina Wiltschko describes “yup” as a yes that carries certainty: the speaker has made up their mind. That is the part we recognise.

For us, YUP is the moment you stop second-guessing your own taste. The belt you keep looking at. The colour you usually talk yourself out of. Put it on. Get on with it.

Further reading: “Yup = Yes + Shut up!” by Martina Wiltschko

Worn, not saved for later.

YUP belt styled with a black tank top and dark trousers outdoors

YUP campaign look with a cap, light tank top and jeans

Close view of a model holding a YUP belt outdoors

YUP campaign portrait of a person sitting outdoors in a light shirt and jeans

Buckle up.

Founder

Witse Konings

I quit my job, flew to Egypt alone, and came back with a brand. No investors. No roadmap. Just a gut feeling and a belt buckle.

Confidence is a choice. Usually an uncomfortable one. YUP is for the ones who said yes before they had a plan. Who buckled up anyway.

Witse Konings wearing a YUP belt in front of a patterned rug

Wear your yes.

Leather belts, adjustable caps and the details you make your own.