Hypebeast Community Center: YOSSI CORP

by

As I delve deeper into the realm of fashion, I find myself continually drawn to the enigmatic allure of YOSSI CORP. The brand’s unique blend of rebellion and refinement resonates deeply with my own life experiences. Like Yossi himself, I too have always straddled the line between raw emotion and sophisticated sensibilities.

At the Heart of Street Culture: The Spotlight Series at TopMob Community Center Highlights Rising, Independent, and Underground Brands, Empowering Them to Tell Their Own Tales of Identity and Purpose.

The Five W’s:

Who is wearing YOSSI CORP?

YOSSI CORP caters to the unique, the thought-provokers, and those with a rich cultural background who appreciate emotional depth. These individuals challenge societal standards and strive for growth in both their personal and professional lives. The brand embodies their artistic inspirations and narrates a tale that echoes their unique experiences and individuality.

What is YOSSI CORP’s main message?

YOSSI CORP, a brand that defies conventional norms and offers an innovative viewpoint on masculinity, identity, and self-expression, was established. It delves into the inner workings of subcultures to explore their impact on the “American way of life,” intending to scrutinize both its victories and pitfalls.

When did YOSSI CORP first come onto the scene?

The beginning of 2023.

Where are people wearing YOSSI CORP?

24/7 refers to something that is always available, non-stop, like exploring bustling downtown New York at any hour, or spending lively nights in Paris. It’s the perfect outfit for unexpected run-ins with an ex-partner or when you’re actively seeking a new one. In essence, it symbolizes a dynamic, ongoing lifestyle.

Why was YOSSI CORP created?

YOSSI CORP is a brand that emerged from introspective journeying and a feeling of unease. I aimed to establish something that defies the concept of being universally appealing. Instead, it’s an invitation for those who draw power from individuality and solitude – individuals who stand out from the crowd. It’s almost like an “opposite-community” philosophy, tailored for those who proudly walk their own path and assert their unique identity.

Imagine blending the soulful melodies and raw emotions of Radiohead, Depeche Mode, or Mobb Deep with the thought-provoking style of Richard Prince’s art, and layering my unique spirit on top. That’s what you’d find in YOSSI CORP.

About the Brand

What was the spark that catalyzed the creation of YOSSI CORP?

The transformation began as I crafted denim in Japan, shortly following the launch of my prior label, Adolescents’ collection. As I gazed upon these jeans, a thought struck me: “These embody me perfectly, yet they no longer resonate with Adolescents.” This moment crystallized for me that change was necessary. I yearned for a brand that would truly reflect my essence—a platform to freely express myself, without the constraints of maintaining a consistent image or fearing inconsistency.

When did fashion design become a passion for you — and an intended career path?

When I was younger, I didn’t realize it was called ‘fashion’. All I knew was that I wanted to wear unique items so I could stand out and define my individuality. In 11th grade, I discovered the term ‘designer’, and thought, “That’s what I aspire to be.” From that moment on, I abandoned all other activities like team sports and video games, and devoted myself entirely to this passion. I reasoned that if I started early, I might actually have a chance at achieving my dream.





How would you define YOSSI CORP’s style?

YOSSI CORP challenges traditional notions of luxury by embracing a DIY ethos, infusing punk’s bold spirit into a more refined setting. I relish exploring contrasts – dismantling and reconstructing, wearing distress alongside elegance, and merging androgyny with dominant masculinity. It’s all about blending rebellious attitude with understated coolness – a fusion of edgy chic and quiet confidence. Imagine if you combined the sounds of Radiohead, Depeche Mode, or Mobb Deep with Richard Prince’s artistic style, and added my unique character to it, and you’d get YOSSI CORP.

How do themes and motifs of Americana influence YOSSI CORP?

A large portion of my work is influenced by American culture, particularly subcultures such as grunge, skate, rap, punk, and so on. These subcultures resonate deeply with me because I admired them growing up and saw aspects of myself reflected in their communities. The common thread in my designs often revolves around the experiences and emotions associated with chasing the American Dream – its highs and lows, the interplay between identity, strife, and achievement.

What role does nostalgia play in YOSSI CORP’s designs?

As a gamer, reminiscences of yesteryears significantly impact my creative journey. I’m consistently drawing inspiration from my personal recollections, the experiences that molded me during my formative years. However, it’s not about replicating the past; instead, it’s about reinventing those impacts in a manner that exudes contemporary charm. Each new project is essentially a quest for the elusive “retro game tee,” despite knowing it doesn’t truly exist. It’s this captivating concept that fuels my determination.





What style codes or eras inspire you?

As a fashion enthusiast, I weave stylistic symbols into my designs – these are the signals that speak of unity or affiliation with a specific group. In crafting my lookbooks and the narrative for YOSSI, I often find myself acting more like a film director than a conventional fashion designer, using cultural references and style hints to shape a broader vision and tale, rather than solely focusing on the products themselves. Lately, I’ve been drawing inspiration from the 1990s and 2000s, reimagining those social cues to influence YOSSI’s voice and dialogue.

How do “rebellion” and “refinement” meet in YOSSI CORP?

There’s always been an inner rebellion in me, and I channel that through my collections. But I like to counter that with a level of sophistication. I always ask, “How do these two things inform each other?” It’s about finding the perfect balance between rawness, emotion, wearability, and craftsmanship. It uses unique construction techniques and luxury fabrics that feel buttery soft to the hand but raw in emotion. Like, can something vintage, old, and worn feel as luxurious as that new Hermès bag? That’s the question I’m constantly developing.





What was the biggest challenge in building YOSSI CORP?

The main struggle I’ve encountered is remaining faithful to my original concept without succumbing to pressure for change. It’s tempting to conform to social trends, editorial preferences, or media-driven agendas that other brands might adopt. However, YOSSI CORP was founded with the intention of producing items that resonate with me personally and embody my vision. I’m not interested in seeking the limelight; excessive attention can be detrimental, as demonstrated by various other brands. Instead, it’s all about authentically connecting with the world through what we create.

What’s the biggest lesson you’ve learned since launching YOSSI CORP?

Perseverance is crucial. Avoid seeking instant recognition or temporary profits. In essence, I’m competing against established brands, yet I see myself as an inventive craftsman. I am confident that I can outdo them due to my independence and unique creativity.

What makes YOSSI CORP stand out in today’s crowded fashion scene?

Instead of creating clothes merely to follow trends, each item we produce carries a crafted, handmade essence. It embodies a do-it-yourself attitude yet boasts high-end quality. Every piece is unique and unlike any other.

Why should people care about YOSSI CORP?

If you’ve gone through everything or jumped straight to this point and are still perplexed, know that there are a multitude of other options available for you. Rest assured, I’m here to stay, while others may not be around.

Read More

2024-10-18 21:26