YWIGS Showcases Textured Human Hair Creations at TikTok Shop’s SOHO CHIC Beauty Pick Collective in New York
Santa Fe Springs, Calif., Sept. 28, 2026 /PRNewswire/ -- Hair is a language of presence. At SOHO CHIC, TikTok Shop’s Fall Pick event held on Sept. 3 at the Metropolitan Pavilion in New York, YWIGS, the California-based human hair brand specializing in braiding and crochet hair, featured at the event alongside brands, creators and industry leaders as part of the #SohoChic Fall/Winter 2026 aesthetic to life — marking a key milestone in the brand’s offline, and creator-driven growth strategy in the U.S. market.
Hosted by TikTok Shop, SOHO CHIC transformed the Metropolitan Pavilion at 125 West 18th Street into a living expression of SOHO CHIC — the Fall/Winter 2026 trend direction unveiled by TikTok Shop in collaboration with global trend forecaster WGSN. Inspired by New York’s SOHO district, the trend pairs elevated textures, relaxed structure and understated neutral tones with a single bold pop of color. The one-day event brought the trend off the screen and into real life through a runway show, immersive brand showcases and a creator-centered after party.
Where Textured Hair Meets Self-Expression
At SOHO CHIC, the message was simple: the streets of SOHO become the stage, and what you wear is how you bring your point of view. For YWIGS, that philosophy resonates deeply. Quality braiding and crochet hair is never just about coverage — it is one of the fastest, most expressive ways to change how you feel. Whether it is switching up a length for a night out, experimenting with a new texture, or finding an everyday style that feels unmistakably like you, hair is where self-expression begins.
The event’s neutral with a bold pop dress code also mirrors YWIGS’s product language. Most days, customers reach for shades and textures that feel like their own — natural black, soft brown, subtle balayage; lengths and densities that move with them. But the right moment calls for a statement, and YWIGS designs for both: collections that transition seamlessly from an everyday neutral to a head-turning pop.
At the SOHO CHIC event, YWIGS showcased its versatile 100% human‑hair crochet collection available in lengths from 14‑26 inches. Creators and attendees got hands‑on access to feel the brand’s signature hair quality, defined curl patterns and lightweight, user‑friendly installation experience.
Two stand‑out best‑selling styles were featured on display. Water Curly Human Crochet Hair delivers fluffy, feather‑light curls optimized for the Miracle Knots method, ideal for effortless boho looks. Complementing it is Loose Deep Wave Bulk Human Braiding Hair, with full‑bodied flowing waves for fully custom hand‑braided styles including knotless braids, boho braids and locs.
“Being at SOHO CHIC meant being in the same room as the creators and customers who are already rewriting the rules of beauty discovery,” said the founder of YWIGS. “We came to listen, to connect, and to show what YWIGS can do when they are styled for a real New York moment. The beauty of YWIGS is that it let you try on a new version of yourself — and SOHO CHIC is exactly the kind of stage where that kind of transformation feels at home.”
For a brand that has grown with and through creator communities, the conversations were as much about listening as they were about showcasing — understanding how creators actually style braiding and crochet hair, what they value most: defined curl texture, strand consistency, tangle resistance and quick installation, and how YWIGS can better serve the real routines behind the videos.
About YWIGS
Founded in 2016, YWIGS is a human hair brand dedicated to creating refined braiding hair and crochet hair for textured protective styles. Every YWIGS piece begins with carefully selected human hair, chosen for its integrity, consistency and natural appearance.
Rather than chasing fleeting trends, YWIGS crafts intentional, long-lasting styles — hair that elevates effortlessly: subtle, confident and composed.
To explore YWIGS crochet and braiding hair, visit YWIGS.
SOURCE: YWIGS
