Meet the founder: Jana Daou.
YUP began with Jana’s belief that style and substance should grow together.
Born in Bshtafin - El Chouf, Lenanon, raised by a genuine and humble family and trained in law, Jana learned early how systems shape lives. She saw how access, guidance, and opportunity can change a young person’s path, and how their absence can quietly close doors before they are ever noticed. Law taught her structure, responsibility, and the power of doing things the right way. But it was then "fashion" that gave her a language to connect, express, and inspire.
To Jana, fashion is not vanity. It is confidence. It is identity. It is often the first armor a young person wears when stepping into the world.
YUP was created as a platform that brings these worlds together. A fashion brand with intention. A voice that speaks to youth, not down to them. A space that believes style can open conversations, and conversations can open doors.
At its core, YUP is about empowerment through access and guidance. Access to style that feels honest and attainable. Access to opportunities that support education, self-belief, and growth. Guidance that reminds young people they are not alone as they navigate studies, careers, and becoming who they are meant to be.
Every collection, every decision, and every initiative reflects Jana’s commitment to doing more than selling clothing. YUP exists to contribute, to uplift, and to invest back into the youth who will shape tomorrow.
This is fashion with responsibility.
This is creativity with purpose.
This is style that stands for something.
This is YUP.
