Go Gussy: Yeas Makes Streetwear for Animals in Need
The Chur-based advertising agency Yeas is launching «Go Gussy,» a streetwear label whose entire proceeds go to the Chur Animal Shelter—featuring real animal names and a social mission.
Go Gussy Streetwear: Fashion with a Social Mission
At first glance, a love of animals and streetwear don’t seem to go together—but with «Go Gussy,» the Chur-based advertising agency Yeas is proving that they do. The newly launched label sells streetwear products, with all proceeds going to the Chur Animal Shelter. Go Gussy Streetwear is aimed at fashion-conscious animal lovers who don’t want to rely on charity merchandise, but rather on an independent brand with a strong ethos.
The name is inspired by the English expression «to gussy up»—to dress up. The collection currently includes T-shirts, long-sleeve shirts, a beanie, a cap, and a bowl. The cuts and designs are deliberately inspired by streetwear aesthetics. The products are made on demand and use sustainable, partially recycled cotton.
Brioche, Matscha, Minibat, and Peanut
The individual products don’t have made-up names: Brioche, Matscha, Minibat, and Peanut are real animals from the Chur animal shelter. According to the press release, there’s a story behind every name—and the hope for a second chance. This approach gives the brand a personal touch that goes beyond mere product design.
Go Gussy's goal is to make animal welfare «wearable»—both literally and figuratively. The brand aims to appeal to an audience that wears the products not only when walking their dogs but also in everyday life.
Launch with Organic Reach
The launch is accompanied by an organic social media campaign. Influencers from Graubünden were specifically approached for this purpose. In addition, posters and flyers are being distributed at veterinary clinics, agility clubs, dog trainers, and pet supply stores. The campaign began in early August 2026.
Since this is a fundraising campaign, there is no advertising budget available. The campaign therefore relies entirely on organic efforts and the support of the Graubünden community.
Yeas with its own campaign and a strong stance
Behind Go Gussy is the Chur-based advertising agency Yeas, supported by the Ingeborg Lutz-Conrad Foundation and Grünefelder & Affolter Trust. The Yeas team develops its own campaign every year and, according to the agency, has been involved in projects such as a cat cookbook and other unconventional initiatives in the past. With Go Gussy, Yeas is venturing for the first time into building an independent streetwear brand with a social mission, the statement continues.
The vision behind it is simple: to get as many people as possible to do something good—and look damn good doing it.
Responsible at Yeas: Project Management, Concept Development, Campaign Planning – Erina Dvorak; Art Direction, Design – Dominik Kurmann, Alessio Rosano; Copy – Debora Lutz, Mena Dressler
