It comes from the word "Yuccies", defined as a new generation in the United States within the Millennials. By its initials (Young, Urban, Creative) it defines a type of generation that is ready to change things. By extension, "Yuccs" is a name invented to describe a unique European generation, like the sneakers they wear. They are women and men of all ages, authentic and natural people who want to feel free and comfortable in their daily lives. Upholding values such as sustainability, they do not follow fashions, but prefer to shop consciously.