Comfort, the Colombian brand seal that makes its way in fashion

Innovation, originality, and quality in labor and inputs are factors that drive the strengthening of the Colombian textile industry, which until 2022 represented 9.4% of industrial GDP and generated nearly 600,000 jobs in the country. According to data from Procolombia and the Ministry of Commerce, Industry and Tourism, Between January and November of that year, the sector registered exports worth US $962.6 million and a growth of 6.5% compared to the same period in 2021.

Different local actors, many of them young, are part of a creative commitment that, in addition to increasing market figures, diversifies it by breaking stereotypes and leads it to conquer new global audiences.

This is the case of Andrés Gómez and David Bernal, two engineers from Antioquia, friends since childhood, who almost 5 years ago pooled their knowledge, savings and desire to revolutionize this industry by satisfying one of the essential needs of people. Andrés and David joined forces to sell comfort.

That is the DNA of your brand: Yeti, a venture that in 2022 grew 15% compared to the previous year and has marketed more than 45,000 comfortable products ranging from clothing made with special and lightweight fabrics that not only provide warmth, but also softness and looseness, even elements for rest in the home.

Taking advantage of the potential of this industry in the country, and especially that of his native department, Antioquia, where the manufacture of textile products between January and September 2022 grew by 22.9% compared to the same period of the previous yearthese young people dedicated themselves for more than 3 months to search and gather the perfect supplies for their purpose.

David says that “starting was not easy, we did not know the number of steps we had to walk to get to the final package, but we never stopped until we reached the Yeti”. He refers to his first creation: an oversize, double-sided, unisex sweatshirt became the flagship product that later gave way to ruanas, pajamas, jackets and other garments designed for adults and children, as well as blankets and cushions, which have been purchased by 31,090 customers throughout the national territory.

Its marketing and sales strategy has been driven by e-commerce and its digital ecosystem. On social networks they have some 150,000 followers and last year the brand’s website had a record of 733,532 users, including buyers and visitors. Figures that drive them to carry out their expansion goal and for which this month they will open two physical points of sale in Medellín and Bogotá.

The dream of becoming the only brand that bets 100% on comfort has been joined by 50 workers, between administrative and operational roles. “When we see someone wanting to get ahead, we support them regardless of their lack of experience because we know that the processes will give it to them. We believe in Colombian talent and when one of the people we work with grows, be they suppliers, employees or even our clients, we are filled with motivation. When someone progresses, the country progresses and we all do it”, says Andrés.

It is this spirit of growth that has also led them to work in alliances with firms such as DHL to reach markets that include, initially, Mexico, Canada, the United States, Peru, Argentina and Chile. This, taking into account that, according to data from Inexmoda, Latin America represents approximately 5% of the global fashion market.

For this year they expect sales of more than $3.4 billion, but in addition to the growth in marketing, their big bet continues to be the positioning of the brand. As Andrés and David affirm, “In the textile world there are companies that are strong in each of the categories and one can easily associate a brand with sportswear and another with leather garments. We want that when talking about comfort, talk about Yeti”.