About Yoshi

Why 'Yoshi'? More than just a name, it's a promise of excellence and respect.

The name 'Yoshi' was born from a journey of discovery. During travels with the founder's spouse, Joshua, they explored areas where 'J' is pronounced as 'Y' in the local language; everyone from cab drivers to Airbnb hosts would see the name Joshua and instead call him Yoshi. It became his new nickname at home and abroad. Since Yoshi/Joshua is the founder's favorite travel companion, the store is in part named after him with love. 

This linguistic nickname later sparked meaning that would become the cornerstone of our brand. In Japanese, 'Yoshi' combines two powerful concepts: 'yo' meaning excellent, and 'shi' signifying respect or honor. This revered combination has been cherished in Japan for centuries. Today it's also an expression of excitement, "let's do this!" or a cool factor of progress. In Hebrew, 'yoshi' means to support, further enriching our name's significance. 'Yoshi' isn't just playful; these cross-cultural elements embody our core values.

In an era of over tourism and cultural insensitivity, we're not just a store - we are a shift to define modern travel that is respectful, supportive and hyper stylish. This is why Yoshi curates products and events that go beyond mere utility. By aligning cultural intelligence, superior quality and sustainability, we want you to feel inspired and thrilled to get packing!