The Rise and Fall of Lucy and Yak: How a Millennial Darling Lost Its Way
Lucy and Yak, the British clothing brand that became an overnight sensation among sustainability-conscious millennials, is now facing a significant backlash from its once-loyal customer base. Founded in 2017 by Lucy Greenwood and Chris Renwick, the company built its reputation on ethical manufacturing, inclusive sizing, and durable, fun designs. However, recent controversies have tarnished its image, leading to what fans are calling the "Yaklash."
From Humble Beginnings to Rapid Growth
The brand's origin story is one of grassroots success. Greenwood and Renwick, two northern entrepreneurs, traveled to India with a vision of creating high-quality dungarees made by workers treated with respect. In Rajasthan, they met Ismail, a tailor who shared their ethos. Together, they produced the first 30 pairs, which sold out within minutes on Depop.
This initial explosion of popularity continued, attracting middle-class, millennial women drawn to the brand's sustainable principles, comfy designs, and inclusive sizing up to UK 32. Over nine years, Ismail's factory grew to employ over 100 people, and Lucy and Yak expanded to 13 physical stores across the UK, offering a wide range of garments beyond its signature overalls.
The Cracks Begin to Show
As the brand grew rapidly, whispers of discontent started to emerge. Customers began noticing a decline in quality and a shift away from the core values that initially defined Lucy and Yak. One of the first red flags was the switch from quirky, recycled sari fabric bags to plastic packaging, undermining the brand's eco-friendly image.
More significantly, the brand caused uproar by announcing it would phase out its largest sizes from the spring/summer collection. This move was seen as a betrayal by the plus-size community that had been instrumental in the brand's success. Plus-size influencer fatpheebs expressed disappointment on Instagram, questioning what had happened to "sustainable inclusion."
The Yaklash Erupts
The backlash reached a tipping point when Leena Norms, a British poet and vlogger with over 60,000 Instagram followers, published a thorough critique titled "Why I quit Lucy & Yak as a customer and influencer." Norms, a former brand partner, detailed numerous issues in a 53-minute YouTube video, including jeans with thin pockets that tore easily, tops that bobbled after one wash, and restrictive designs.
Norms also criticized the brand's "aggressive" discounts and three-for-two deals, which she compared to fast-fashion practices Lucy and Yak purported to oppose. "Clothes that were built to fail, wrapped in plastic with the constant encouragement to overconsume – where had I heard that before?" she observed.
Customer Experiences Reflect Broader Concerns
Norms' post attracted over 80,000 likes and thousands of comments, with hundreds of former fans sharing similar stories. Climate justice activist Mikaela Loach commented that jeans she bought "completely ripped open in the crotch after just a few washes," noting that quality had "definitely gone down big time."
Other customers reported inconsistent sizing, poorer quality materials, and concerns about manufacturing expansion. Multiple factories are now used alongside the original, raising questions about maintaining ethical standards. Meanwhile, prices have increased significantly – a pair of dungarees that cost £40 in 2019 now sells for £59, despite alleged quality deterioration.
Brand Response and Potential Reversal
In response to the criticism, Lucy and Yak shared an open letter from managing director Lydia Coley on social media. The letter announced several U-turns, including reinstating size 32 on popular styles from next autumn and bringing back the sari bags instead of plastic packaging.
"Our loyal customers and early supporters are the foundation of this brand, and you deserve openness, clarity, and a genuine voice in where we go next," Coley wrote. However, customer reactions were mixed, with some remaining skeptical about whether the brand would truly return to its roots.
Looking to the Future
Despite the controversies, Lucy and Yak has implemented some positive initiatives. In 2025, Greenwood and Renwick transferred the business to an Employee Ownership Trust, giving employees a controlling stake. The company's "Re:Yak" sustainability program promotes circular fashion, with over 39,000 items processed since 2023 through returns, resales, and upcycling.
When approached for comment, the company provided an additional statement from Coley emphasizing that "quality and responsible sourcing are at the core of our brand" and that they are using customer feedback to "refine our fabrics and fits."
As Norms concluded in her critique, "L&Y grew into a huge company because of the goodwill and money of a climate-conscious, size-inclusive customer base. I really hope they can reverse their trajectory away from the fast fashion route and back to us." Whether Lucy and Yak can regain the trust it has lost remains to be seen, but the Yaklash has undoubtedly served as a wake-up call for the once-beloved brand.
