Most stories begin with a plan.
A plot, a path, a set of milestones laid out like stones in a garden — clear, steady, expected.
Ours began a little differently.
Not with a rejection, exactly — but with a quiet decision: that we would not let our work be defined by limits.
Not by letting a material define what could be made.
Not by what is considered as a proper market.
Not by what others thought a fashion label should be.
We wanted something freer.
Something truer to who we are.
A space for those, who know who they are, what their fascinations are and who are willing to express and live that vibe.
Latex Sheets as part of Se’tyo
But when it came to materials we quickly ran into something unexpected.
We had the ideas. The patterns. The vision.
But not the fabric to match it. Especially as fabrics seem to be way more limited than latex is.
But still, the latex we needed didn’t exist in the quality or character we hoped for. And what was available… didn’t hold up to the standards we wanted to build on.
We weren’t looking to take over anyone else’s legacy — we were building our own. But instead of setting up a new production for latex sheets and gaining the necessary knowledge the long way, we decided to reach out for Yummy Gummy. We felt the entire scene did lose something — and we had lost the very brand that had even come close to offering what we needed.
It took some time, and a lot of back and forth, but in July 2024, we signed the contract and moved everything from the UK to Germany — equipment, supplies and surprises.
The new home is Leipzig, where we’d found space in a converted yarn factory. The office of a long retired CEO, to be exact. It was perfect in its poetry: the past of fabric meeting the future of latex.
Cleaning the Mess Beneath the Glitter
What we got in that truckload was the whole legacy of Yummy Gummy. Tables, tools, colors and: glitter. It was everywhere, it completely hit us. Literally. In boxes, in tools, you could even trace the glitter trail from the truck to the atelier.
What followed was months of deep cleaning, sorting, fixing, and discovering — not just remnants of past work, but the gaps and chaos beneath it. There were no notes. No recipes, only spoken words. We had the chance to work out some techniques while the former owner visited us, but the system was very different to what we had expected. We got piles of good intentions, wonderful ideas and a whole lot of sparkle.
We didn’t just take over a brand — we walked into a space that needed reinvention.
What we’d inherited was colorful, yes — but unstable. Scattered. Rough around the edges.
So we rebuilt. Carefully. Frustratingly. Obsessively. There were weeks of cleaning, months of testing. We fought with tools, with materials, with glitter in places glitter should never be. In the midst of all this, Yuki’s parents played an essential part in the transformation of our atelier. With their generous time and effort, they helped turn what was once a chaotic space into the creative haven it is today. It’s not just about hard work — it’s a reminder of the support that runs deeper than we can put into words, things wouldn’t have been possible without them.
We examined every flaw — the air bubbles, the thickness inconsistencies, the tool limitations — and we redesigned everything we could for now. And we keep redesigning and updating. We did invest a lot of money into upgraded tools and better environment, brought in new workflows, custom-built rigs, a little German engineering. We started developing new glitter techniques and experimenting with patterns no one’s seen before.
Yummy Gummy is still there — part of the base. But new things are growing now.
After a lot of work…
and a lot of unconventional energy.
The Dark,
yet Colorful Heart of Se’tyo
At the heart of Se’tyo are two people: Ruka and Yuki — a married queer couple creating in Leipzig, Germany. While we call Germany home, our journey and vision have always been shaped by influences that transcend borders. From the engineering precision that the German mindset brings to the table, to the vibrant, bold aesthetics of Southern France, Spain, and London’s subculture, we are constantly drawing from a wealth of cultures and experiences.
Ruka
Ruka is the head of production and the creative hand behind our latex sheets. She trained at an art school, mastered tailoring through a formal apprenticeship focusing on female shapes, and completed her theater tailor studies in Hamburg — focusing on historical menswear patterns and twisting them into something modern. She has a deep, intuitive understanding of how things should move on a body — and a stubborn streak when rules get in the way of good design.
Yuki
Yuki runs the engine room with her pink-black vibes. With a background in engineering, a decade of coordination experience, and a habit of turning wild ideas into executable plans, she keeps the systems running, the messages moving, and the vision on track. She’s the one who first said, “Let’s take over Yummy Gummy,” and somehow made it happen. She’d been working with latex for years already — creating outfits long before we had a full workshop.
We’re not a big team. Just two minds with different strengths, shared values, and a long list of experiments we still want to try. And despite “only” being two and although we love our home base Leipzig, we are not local at all, you won’t find too much cliché. Our hearts beat in many languages, shaped by friends, travels, and a patchwork of cultural roots that refuse to stay in one place. Our rhythm is closer to the late-night energy of Southern Europe than to the early-bird pace outside our studio window. We work late, we work deep, and we find inspiration in places everywhere, never minding borders at all.
So it might be no surprise that we’re drawn to the bold spirit of Yummy Gummy’s roots in the British alternative scene — and to the fearless expression we admire in the UK, US, and Japanese underground cultures. Those influences live in our work, subtly woven into the colors, shapes, and moods we create.
At Se’tyo, we create materials and pieces that make this kind of expression possible, a space where fashion dreams aren’t boxed in by trends, rules, or expectations. Where identities don’t need to be explained. Where desire takes shape — and moves freely.
We’re a melting pot by design. A queer, cross-cultural echo chamber with the cultures we love and those, we will discover. And all of that lives in the hands of those who wear what we make. We’re proud to carry those stories — and even prouder to help them shine.
Two Lines. One Vision.
Now that the latex flows and the machines hum, we’re finally turning Se’tyo into what it was meant to be from the start:
A fashion label — with pulse, pigment, and zero apologies.
We’re launching with two lines:
1. Se’tyo Ready-to-Wear
Designed using our own handcrafted latex sheets, this line is made for everyday expression — full of color, movement, and individuality.
This isn’t about fast fashion or generic silhouettes — it’s about giving people something bold, expressive, and built to last. The designs are grounded in precision tailoring but infused with global influence — from minimalist Japanese structure to the flair of Southern Europe and the attitude of London streetwear.
Available online in a rotating palette, with customization options to mix and match styles and colors, this collection speaks to individuals who want more than just “something to wear.” It’s for those who want their outfit to say something.
2. Once in a Lifetime
This is where the dream began.
Our high-end couture line — where pieces are created as one-offs, for clients who want something that doesn’t exist until it’s made for them.
These designs are deeply personal, shaped by fantasy, history, performance, and ritual. We build every detail collaboratively — no templates, no shortcuts.
This is not just high-end latex — it’s wearable transformation. Slow, deliberate, and highly detailed. These pieces are made only by request, through inquiry, and require time, trust, and a shared spark. But the result is something timeless.
We are still building.
We love to discover new mysteries, and new stories, for what’s strange, powerful, and beautiful.
As a queer-owned brand, Se’tyo is about more than clothing: it’s about carving out space for individuality in a world of sameness.
🖤 Experimental latex fashion with engineered structure and hand-poured soul
🖤 A celebration of subculture, queerness, and unapologetic expression
🖤 A studio that blends tradition with rebellion — and glitter with precision.
Se’tyo is not a label built to fit into a system. It’s a place for ideas to take shape — for those who live on their own terms, and dare to express it.
Limitless, a little chaotic, and finally — alive.
