Y’OH Streetwear launch online store

The brand that’s been on the lips of most UK industry folk, Y’OH Streetwear, has finally launched it’s e-store. The brainchild of Kara Messina has been building buzz all year and her hardwork has finally come to fruition.

Each piece varies in it’s availability due to the limited nature of the fabrics used in some of the pieces. As you can tell, a lot of effort has been put into the sourcing of materials and it really is refreshing to have a streetwear designer put everything, blood, sweat and tears included, into their designs. Though perhaps unfortunately, this attention to detail is reciprocated in terms of the price, with outerwear pieces reaching the £280 mark. The garments themselves, for a start-up brand, particularly within the realm of ‘streetwear’, are rather expensive; though, I’m confident that the craftsmanship will merit the cost.

The highlights of this collection for me are the BADO Stairs, and ASIDA Tiger Long Sleeve Tees. Sure to make an impact if you wear it out, harking back to traditional African apparel, which is a rarity in itself, the composition and cuts make for an uncommon fit, though I feel it only adds to the appeal of the brand. You can purchase the whole collection now from the Y’OH Store, though don’t be surprised if the more subtle (or more affordable) pieces are already sold out.

Jonathon Bartlett

Jonathon is a freelance writer specialising in fashion and music journalism, having worked for the likes of MOO, Monocle, Light & Heavy and Versus Magazine.

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