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Hypebeast Community Center: Spotlight on YOSSI CORP
Welcome to the Hypebeast Community Center, where we shine a light on emerging, indie, and underground brands in the street culture scene. In this series, we give these brands a platform to share their story and explain who they are and what they do in their own words.
The Five W’s of YOSSI CORP
Who is Wearing YOSSI CORP?
YOSSI CORP is not just a brand, it’s a lifestyle. It’s for the outliers, the independent thinkers, and those who are culturally aware, emotionally introspective, and looking for a brand that reflects their complexity. These individuals are constantly questioning societal norms and pushing boundaries in their personal and professional lives.
What is YOSSI CORP’s Main Message?
YOSSI CORP challenges societal conformity and offers an alternative perspective on masculinity, identity, and self-expression. The brand is deeply rooted in the introspection of subcultures and how they shape the pursuit of the “American way of life.” It aims to dive deeper into both its triumphs and tragedies.
When Did YOSSI CORP Launch?
YOSSI CORP officially launched at the beginning of 2023.
Where Can You Find People Wearing YOSSI CORP?
Everywhere. Whether it’s running around downtown New York or spending a night out in Paris, YOSSI CORP is the perfect fit for any occasion. It’s the outfit you want to be wearing when you run into an ex-lover or when you’re on your way to find a new one. It’s a lifestyle, not just a brand.
Why Was YOSSI CORP Created?
YOSSI CORP was born from deep personal exploration and a sense of discontent. The founder wanted to create something that rejects the idea of being “for everyone.” It’s a proposition for those who find strength in individualism and isolation – something that speaks to the outliers of the group. It’s an “anti-community” approach, meant for those who embrace their own path and identity. As the founder puts it, “If you combined a Radiohead, Depeche Mode, or Mobb Deep song with Richard Prince’s approach to art, and then put my personality in front of it, you’d get YOSSI CORP.”
About the Brand
What Sparked the Creation of YOSSI CORP?
The idea for YOSSI CORP came to the founder while he was making denim in Japan, right after releasing a collection for his previous brand, Adolescents. He looked at the jeans and realized they were a perfect reflection of himself, but didn’t feel like Adolescents anymore. That’s when he knew it was time for a change. He wanted a brand that would be a direct reflection of himself – an outlet to express whatever he wanted, without worrying about being “on brand” or not.
When Did Fashion Design Become a Passion and Career Path for the Founder?
The founder didn’t even know it was called “fashion” when he was younger. He just knew he wanted to wear things that no one else had because it helped shape his identity. In 11th grade, he learned what a designer was and thought, “That’s what I want to do.” He quit everything – team sports, video games – and threw himself into it. He figured if he started then, he might actually have a shot at this dream.
