Meet The Designers Behind The Phone Case Brand That’s Way Cooler Than You
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Urban Sophistication is more than a fashion brand — it’s the memories, emotions, and moments that define sibling duo Neta and Elad Yam. Launched in 2015 the brand transforms everyday experiences into meaningful designs that speak to the heart. Each phone case is crafted to ignite personal stories and connect with wearers on a deeper level. We get in conversation with Neta and Elad as they share the inspiration behind Urban Sophistication and their creative journey.
What inspired the creation of Urban Sophistication, and how has your vision evolved since 2015?
We wanted to create an inviting space where people feel comfortable participating—where it feels easy. That space materialized as a brand, which we’ve described from day one as a Portrait of US. While our aesthetic, material capabilities, and production processes have evolved over the years—and we’ve grown as individuals—the core values remain the same. We make products that speak with you and for you.
As siblings, how do you balance personal dynamics with your professional partnership?
When we were both living in our parents’ apartment, it was definitely harder to strike a balance. Today, we’re mostly grateful to share these special memories together. Professionally, our working styles are very different, so challenges still arise, but we’ve learned to give each other the space we need and establish clearer boundaries regarding our roles and responsibilities.
You aim to transform everyday moments into meaningful experiences. How do your products achieve that?
It varies by product and person. For example, with our cases, people often talk about the tactile experience—how good it feels in the hand—and how it sparks conversations when placed on a table and others touch it. But it goes beyond the product. It’s the visuals, the art pop-ups, the storytelling, and the brand as a whole that transform those moments.
How does storytelling influence your collections and resonate with your audience?
Storytelling is inseparable from our designs. Each collection starts with that moment in front of the mirror when you ask yourself, What do I feel like wearing today? We focus on one FEEEL, and every aspect of the design process stems from it. The result is a curated FEEELS Closet that connects directly to that moment in front of the closet—regardless of the season.
What’s been your most memorable collection or piece, and why?
Within each category, there’s a breakthrough collection or piece that feels like a new conversation. For our cases, it was the mental health warning case, which revealed the potential of phone cases as tools for self-expression. For FEEELS, our clothing line, I’d choose our upcoming December collection. We shot the story last week in Seoul, and during the final set, Neta and I looked at each other and knew we were unlocking the next stage for US.
How do you craft the emotional “FEEELS” experience for customers during unboxing?
It depends on the FEEEL. I love our BRATZ collab packaging, which takes you back to childhood with its nostalgic doll box design. For The Anon Bag, the focus was on personalization—it comes in a molded box, but once unboxed and filled with your belongings, it truly becomes yours.
Do you see Urban Sophistication as more of a fashion label, an art collective, or something else?
First and foremost, it’s a passion project. But it’s also the voice of everyone who wears US.
How does Urban Sophistication approach sustainability and ethical production in the fashion industry?
There’s a significant gap between what’s marketed as sustainable and the tangible actions brands can take, especially as they grow. Overproduction is one issue we actively work to avoid by prioritizing pre-orders over creating dead stock.
What challenges have you faced scaling the brand while staying true to its original vision?
Owning 100% of the brand allows us to grow at our own pace. Choosing the right partners and building the right team are key to staying aligned with our vision.
What sets Urban Sophistication apart from other lifestyle brands, especially in accessories like bags and iPhone cases?
It’s the way our products fit into your life. When you walk into a room wearing US, people notice you first, then US. We design for you—you always come first.
How does designing tech accessories differ from creating fashion pieces, if at all?
We approach both in the same way, which is why our designs stand out. We design a case for You (that also protects your phone), rather than designing a case for the phone itself.
How do you incorporate customer feedback and stories into your design process?
From day one, we’ve had ongoing conversations with our USers through social media. We design for them, and their feedback is integral to our process.
What’s next for Urban Sophistication? Are there new products or directions you’re excited about?
As a brand born online, we’re thrilled about our offline expansion. This year, we opened our first store in Tokyo, and in early 2025, our second store will open in Seoul. These spaces allow us to connect with people in a completely new way, which is what excites us most.
Shop the collection here.
