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Belgian designer Wim Bruynooghe and fashion entrepreneur Anne Chapelle just launched their new brand UCWHY.

UCWHY is the new Belgian fashion kid on the block. Launched in 2016 and produced in Europa, UCWHY is all about comfortable, layered jerseys in a sultry colour palette. 

The label was designed for women between 20 and 30 years old as a stepping stone towards wearing designer clothing. UCWHY has the looks of a skater brand in combination with 1001 Arabian Nights, resulting in a term Bruynooghe calls 'pop-orientalist'. Marrakech meets India in a 70's vibe and in travel proof fabrics, because who's got time to iron anyway.