The rise and fall of Lucy and Yak: how the millennial favourite fell foul of the internet

Lucy and Yak is a British company that became an almost overnight sensation after launching in 2017 - (Instagram)

I am a Caucasian woman in her late thirties who works in media and resides in a creative seaside town. That’s probably all the information you need to glean that I have at least two pairs of Lucy & Yak dungarees. (And three pairs of their trousers. And two floor-length skirts. And a boiler suit.)

I’m not alone; the vast majority of the women and non-binary people I know have similar collections in the brand’s distinctive colour palette and range of bold prints.