About New Americana
New Americana is a curated archive, a love letter, and a rebellion.
We were born in the in-between: between countries, between cultures, between belonging and exile. Fashion became our language, our compass, our way of mapping identity when words fell short.
Every piece we collect carries a story. Sometimes it’s a runway moment, sometimes an everyday essential, sometimes the spark of a trend that still matters now. We bring those pieces back into the conversation, not as museum relics, but as clothes to be worn, lived in, and reimagined.
American fashion has always been a contradiction: denim and silk, grit and glamour, street and couture. Those clashes aren’t flaws, they are the foundation. That’s why our archive is built not on fleeting trends, but on themes: Romanticism, Minimalism, Modernism, Revivalism, and Heritage. Categories that capture not just style, but spirit.
These clothes are meant to be worn. To dress up, to play, to join the conversation. Sometimes elevated, sometimes everyday, always intentional.
This is New Americana.
About the Founder
Yagiz Pekkaya is a fashion editor who sees style through the lenses of culture and identity. When he arrived in the United States, American fashion unfolded to him in new ways, contradictory and audacious, yet powerful in defining belonging. What began as a search for footing became a love affair with American style.
From that love, his growing collection became the seed of New Americana: a project born from his archive, dedicated to preserving and reintroducing fashion’s past as a sustainable lens on its future.
By tracing how designers and collections from then to now continue to shape us, New Americana highlights fashion’s diversity, its beauty, and its cultural weight. As an immigrant, Pekkaya places himself within the narrative—because fashion is not just clothing, but culture, and culture belongs to all who live it.