The history of the brand begins in 2003 when its founder, Bruno Van Gaver, decides to market a line of shoes under the acid name of "Mellow Yellow". This play on words, a reference to the famous 60s piece, expresses the flexibility, the humor, the cheerfulness and the diversity of colors that will become the signature of the brand. Right from the start, the craze is immediate and the spirit "Mellow Yellow" is born.