Balázs Lakatos is the co-founder and designer of YKRA , a Hungarian backpack and accessories brand with a cult following, established in Budapest in 2012. We sat down to chat about the launch of VAUVAU.
Q: Balázs, what made you decide to launch a completely new brand - VAUVAU - and why now?
We’ve always dreamed about creating a designer brand for dog owners, and after launching our in-house manufacturing last year, I felt the time had come. We have 15 years of experience making products, and I think the pet accessory market has finally matured enough to support a premium “made in Europe” brand like VAUVAU.
Q: VAUVAU has a very distinct visual identity. What inspired the aesthetic?
I’m drawn to simple designs. When an object reaches its simplest form, that’s perfection for me. Growing up as a Hungarian abroad, I connected strongly to our Bauhaus and modernist heritage - that balance between form and function. For the brand identity, we wanted something playful and nostalgic, inspired by the simple animations of the socialist era, but also clean and contemporary, like Japanese kawaii characters.
Q: Why is local manufacturing such a core part of VAUVAU?
This goes deep for me. I studied history at the Sorbonne, where I saw companies like Veja or Merci Paris with strong social missions. When I returned to Hungary, I wanted to create jobs in regions where work is scarce. We did that with YKRA, and we’re proud to support many people through our production. When a partner went bankrupt last year, we stepped in and opened our own sewing workshop with a wonderful all-woman team. Once we realized we had the capacity, the dog bed project came naturally.
Q: Which moments in building VAUVAU felt the most exciting or fulfilling for you?
I’m a dreamer. When Juci, Eszter, and I sat down in January, the whole brand came together in about an hour. I love dreaming up brands - it’s probably my favorite part of the job. I see objects in my head, almost as visions, then sketch and prototype until they exist. The best moment was during a photoshoot when a dog got bored, left its owner, and curled up in the bed. That’s success.
Q: Who do you imagine as the ideal VAUVAU customer?
It’s a lifestyle brand for dog owners first. People who love their dog, love good design, and want to express that in a way that’s both stylish and playful. Our customers care about quality and ethical production - and they want dog accessories that fit seamlessly into a beautiful home.
Q: And what’s next?
I can’t give away any secrets - but let’s just say we’re working on some very exciting things.
Q: What’s the feeling you hope people get when they see VAUVAU for the first time?
That it’s a fresh and playful take on something that’s been chewed to the bone. 😆🦴
