XOUXOU, where style and functionality come together

XOUXOU is where tech meets fashion and design meets comfort.

Fashion technology brand XOUXOU began as a creative macramé project in 2015. It was a grim Berlin winter and company founder Yara Jentzsch Dib was pregnant with her first child. A little idea can change your life and Yara Jentzsch-Dib initially developed the XOUXOU phone necklace for her own needs as a young mother with not enough free hands, and the success and demand that followed exceeded her wildest expectations.

XOUXOU’s products are available for most iPhone models, starting at to purchase via the brand’s website. As more and more people become enthusiastic about the idea of “fashionable tech”, Yara decided to take a break from her previous work as an actress to fully focus on the company as well as her two small children. Her devotion has paid off: whether she’s at a festival, enjoying the beach or at the playground with her kids, she now sees the mobile phone cases everywhere from Berlin to Bali – and will still get excited about seeing people enjoy her products.

The phone necklace straps are made from OEKO- TEX® certified, skin-friendly and dirt-repellent materials and can even withstand a 30° standard cycle in the washing machine. Handcrafts were a welcome distraction, making fabric pieces and wall hangings grow alongside her belly. One of the first XOUXOU pieces was an intricately knotted crib for her first born son Pan. A life-long passion for interior, crafts and design made Yara experiment with different kinds of ropes and knotting techniques. Her curiosity in the material, paired with the sudden problem of literally having both hands full with a newborn baby, led to the creation of the XOUXOU smartphone necklace.

Now, XOUXOU is excited to announce the launch of its first line of bags, expanding its product offering of modular phone accessories into the spectrum of functional carrying gear designed with daily life in mind. Designed with the focus on both functionality and form, each style in the collection features magnetic flaps for easy access as well as efficient compartments made to hold your smartphone. Designed in Berlin and made from cutting edge ECONYL® – an infinitely recyclable regenerated nylon.

Available in three styles: the foldable Pouch, the Crossbody bag and the Shoulder bag; each style providing a stylish and sleek option for a modern hands-free look. The Pouch features a magnetic main section, perfect for a phone or passport, and zipped compartment snug for coins, cards and keys.

A reflective outer, hosts an elastic mesh pocket for additional storage, and the inner reveals a geometric patterned lining in electric blue – for your eyes only. The Shoulder bag offers a travel light option featuring magnetic pockets and zip-closure main compartments, and the spacious Crossbody bag is ready for take off: equipped to carry you – and your essentials – from the day into wherever the night takes you. The Crossbody bag and the Shoulder bag also feature an adjustable Ultrawide Lanyard strap allowing for the bags to be styled around the neck, across the body, over the shoulder or around the waist as a bum-bag – it’s up to you (and your outfit).

Plans change, which is why each bag is versatile and built with XOUXOU’s signature modular functionality. Build your bag in Black or Grey and choose the type and style of the strap – XX Black, XX-Grey, or XX-Blue.

We were the first to try the products and we were particularly exited about it. When the XOUXOU bags arrived in the YASS HQ, we were jumping with joy. We are all very techy here, so we were looking forward to wearing something that is both a fashion statement and practical at the same time. What we all found out was that the bags are very spacious and have many pockets to fit our stuff, from credit cards to masks, phones, wallets and keys. They are compact and they fit almost everything we needed to carry on a daily basis. Plus bonus, they are sustainable too!

Verdict: we kept all of them!

More info here:




Campaign by Rita Lino
Film by Rita Lino
Director of Photography: Samuil Tatchev
Styling: Tabassom Charaf
Hair and Make up: Susanna Jonas
Product Images
Photographed by Samia Rachel and Erik Cesla

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