Cape Town born creator, Paul Simon, founded YDE which started as an innovative fashion idea that rocketed to fame as a successful South African brand. After selling YDE to Truworths Group, he launched a Children’s Play Area, a novel retail space design called M-Store and supported an online fashion space called &Threads.

In 2014/2015 he launched Uber Flavour Brews, a fresh new iced tea Brew developed to satisfy Paul’s craving to see South African flavour on the world map.