So far, they haven't heard directly from any major brands, positive or negative. “Initially, 11 of my videos were flagged by the LVMH group for allegedly promoting counterfeit products, which was not the case,” he says. His account was briefly suspended. It was, but after posting a video explaining the misunderstanding, Instagram reinstated it. However, they receive a lot of positive feedback from smaller brands, who thank them for recognizing their craftsmanship and challenging the influence of the luxury sector on consumers.
Beyond just recommendations, Yilmaz has also become an educator, teaching his followers how to identify quality leather goods. “Look for natural, untanned leather,” he says, advising buyers to look for unique grain patterns, solid stitching and durable hardware. He also cautions against vague labels: “If it just says 'genuine leather', it's usually a sign that the brand has nothing to boast about in terms of material quality.”
Given his background, it is not surprising that Yilmaz is passionate about the topic. Growing up in a leather-working family in Turkey, he learned the trade from a young age, even making his first leather jacket at the age of 11. their brand, pegaiStarted on Etsy eight years ago, it reflects his commitment to quality, featuring high-quality leather and hardware sourced from Spanish artisans – what he calls “accessible luxury.”
Although Yilmaz's rise to fame may seem beneficial to Pegai, he rarely uses his channel to promote his brand. “I rarely mention my brand in reviews, so some viewers don't realize I have one,” he says. “Sometimes, if I'm sharing an update or a related story. So, I would mention Pegai, which promotes direct selling. But otherwise, trust grows over time as audiences appreciate my content and eventually seek out my brand.
They have put countless hours and resources into building their reputation, even once hiring an investigator in Singapore to verify a brand's claim that its bags were produced locally. “How far am I willing to go to get to the truth,” he says.
His passion for leather extends beyond the final products to the ethics and sustainability of the industry. While leather has come under scrutiny due to its environmental impact, Yilmaz sees it as a valuable byproduct of the meat industry, saving hides from going to waste. They argue that the durability of genuine leather makes it a better choice than plastic, which is often marketed as “vegan leather”.
“There's nothing vegan or leathery about that plastic labeling,” he says, criticizing the trend as misleading. Nevertheless, he acknowledges the efforts of some brands to create true vegan alternatives from natural fibers such as mushroom or cactus, although he believes they have yet to meet the durability and quality of real leather.
Through his content, Yilmaz is helping shape a new wave of informed consumers who are less interested in status symbols and more focused on the values behind their purchases. With his genuine curiosity and willingness to spend his own money on research, Yilmaz managed to disrupt an industry that once felt untouched.
And although she may have started by simply asking why Louis Vuitton bags cost so much, her journey has led her to question the entire luxury ecosystem. In a world obsessed with brand names, preaching to millennials via vertical video his message is refreshingly clear and (whisper it) decidedly old-school: True luxury isn't about logos – It's about the artistry, the ingredients, and the values behind the brand.