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Through our actions we hope to contribute to the country’s image and reputation. We call this positive country branding. We know we can’t change the world by ourselves, but by applying our principles to the very core of what we do, we do our best to contribute in our own way. SYOU is anti-globalisation. We believe in cultural heritage, fair trade principles and country pride. By co-designing with national talent, using local techniques and -materials we try to give the ‘collaborating country' touch to every product we create. SYOU is looking to build bridges and look for similarities between cultures instead of emphasising the differences. We are connecting the next generations. By wearing SYOU you will start a conversation. Wherever you are walking on our planet.