The name plays around with the visual similarity between the number eight and the symbol for infinity, while the letters ‘x’ and ‘y’ in Yoox refer to the binary coding of the male and female chromosomes. 8 by Yook features a series of basic and functional garments, designed from the interaction between human creativity and artificial intelligence, in order to give life to the ideal wardrobe. The data collected using state-of-the-art technology and exclusively elaborated by the same portal is in fact cross referenced with future purchasing trend indicators and with feedback received from clientele, and then re-elaborated by an in-house creative team. The result is a series of softly cut garments suited to all body types and made using soft and comfortable materials in a neutral chromatic palette, which is lit up by forays into seasonal colours. All this is then proposed at a competitive price to the brand’s public (around 79 euros per pair of shoes). The launching of the first collection of the new brand occurred this past 6 November for the F/W 2018-19 season and was also made possible thanks to the positive results achieved by the other two labels of the YNAP group (MR. P available on the MR. portal. Porter and Iris & Ink available on The Outnet portal).