About New Americana
New Americana was created from a quiet kind of love, the kind that begins in curiosity and grows into care.
It started with a fascination for American design: how a simple white tee can hold memory, how denim feels like democracy, how a gown can tell you everything about its time without saying a word.
Here, fashion isn’t treated as history to be preserved or trend to be chased. It’s a living archive; of craftsmanship, of feeling, of the everyday beauty that clothes carry long after they leave the runway.
Each piece in our collection is chosen with reverence: for the maker, the moment, and the movement it represents. Together, they form a story of contrasts; ease and precision, romance and restraint, the individual and the collective.
New Americana exists to keep those stories alive. To remind us that fashion, at its best, is an act of empathy, a way of seeing ourselves, and each other, with care.
About the Founder
Yagiz Pekkaya is a fashion editor who explores the intersections of culture, history, and belonging through style. When he arrived in the United States, American fashion revealed itself not as a single story, but as a web of many; gritty and glamorous, inclusive and exclusionary, always in motion. What began as a search for footing became a lifelong dialogue with how clothing reflects identity and power.
From that dialogue, New Americana was born: an evolving project rooted in preservation, participation, and respect.
Drawing from his archive, Pekkaya reintroduces garments not as commodities, but as cultural witnesses—objects shaped by labor, artistry, and time. The goal is not to define what American fashion means, but to trace how it has been expressed, questioned, and reinvented over time.
As an immigrant, Pekkaya approaches American fashion not as something to claim, but as something to learn from and contribute to with care. New Americana exists in that spirit: an open conversation about heritage and change, about who gets to belong, and how fashion helps us see ourselves within that story.