The American Dream: YOSSI CORP’s Latest Collection Explores Nostalgia and Americana
YOSSI CORP, the New York City-based brand by designer Yossi Shetrit, is all about the American Dream. Drawing heavy inspiration from nostalgia and Americana, the brand’s Fall/Winter 2025 collection, titled “Home of the Disturbed & The Brave,” delves into the contrasts within this concept and how it shapes our individual identities.
Shetrit’s latest collection is a homage to what he calls the “Hedonistic Generation,” a term that is featured throughout the apparel range. The collection, which “focuses on the interplay of triumph and tragedy within the pursuit,” explores the contrast between hedonism and morality through a lineup of both menswear and womenswear.
According to Shetrit, “Home of the Disturbed & Brave” perfectly encapsulates what YOSSI CORP stands for. In an interview with Hypebeast Community Center last year, he explained, “The brand is deeply rooted in the introspection of subcultures and how they shape the pursuit of the ‘American way of life,’ aiming to dive deeper into both its triumphs and tragedies.” He draws inspiration from themes of rebellion and refinement, and juxtaposes the two in his designs.
The collection features edgy graphics and tailored jacketing, with a standout piece being a white dress adorned with the words “Hedonistic Generation.” However, Shetrit clarifies that his goal is not to recreate the past, but to recontextualize it. “Nostalgia plays a huge part in my design process. I’m constantly pulling from my own memories, from the things that shaped me growing up. But it’s not about replicating the past — it’s about reinterpreting those influences in a way that feels modern.”
Shot by Shetrit himself, the lookbook for YOSSI CORP’s Fall/Winter 2025 collection is a holistic representation of the brand’s ethos. Be sure to check it out and see how Shetrit’s designs bring together the past and present in a unique and modern way.
