For those of you who are interested in YâOH
(I have been avoiding writing this, not because it means that I have to resign myself to the fact that YâOH is on pause for the moment but more so because itâs hard not to write it without sounding a bit naff).
I get emails everyday asking me about the next release so rather than write another âsoonâ reply, I thought I would be more open about my current status.
Yesterday I read this quote in an old (circa 1998) I-D magazine
âOld World of rational and physical product values is giving way to a New Testament of emotional and moral valuesâ.
I think in 2013 a lot of brands over use âemotional valuesâ focusing more so on these intangible attributes over the design element. I mention this because my position with YâOH is that I donât want to abuse the notion of the label being more important than the product. I want the company to be about forward thinking, really well designed outerwear and garments.
So where does that leave YâOH? Outerwear is super expensive to manufacture and (with the above in mind) it didnât feel right to put out more t-shirts before the foundation of the brand is in place. For that reason I decided to stop, reconsider my process, re-work my business plan and prepare for investment. I donât want to do it on a budget any longer, not because itâs a struggle but because it compromises the quality. You donât need anymore average product.
Maybe I am being a bit sentimental but itâs important to me to operate from a place of service as a designer. Therefore rather than doing you a disservice I am holding out for things to be in order before I recommence production.
So for everyone who is interested in knowing when the next release is, Iâm afraid I canât give you dates right now but thank you so much for your continued support so far, I am very grateful.
stormborns
yousharknotpass
vaporwave
andulkaphoto
areudirty
origamiaround