Yogi Footwear x YMC Collaboration
Yogi is a premium footwear brand which launched in the 1990s, creating handcrafted shoes in Portugal inspired by the unconventional Earth and Roots shoes from the 1970s. Comfort, good design, and sustainability are at the heart of the brand with an emphasis on quality and craftsmanship. The brand enjoyed a cult following as the footwear choice for discerning men who share the brand’s values, with celebrity fans including Bobby Gillespie of Primal Scream, Johnny Marr, Liam Gallagher and Paul Weller. In 2017 the brand relaunched recreating their recessed negative heel silhouettes it was renowned for in their Heritage collection plus new styles for their Classic and Contemporary ranges.
Established in London in 1995, YMC’s blueprint to create understated, timeless designs has been the foundation of the label’s success for over two decades. With three standalone London stores and a further store in Seoul, South Korea, YMC has gathered a dedicated following. With a title borrowed from one of industrial pioneer Raymond Lowry’s infamous quotes: “you must create your own design style”, it’s this call to arms that has strongly influenced the YMC ethos. Inspired by designer Fraser Moss’s love and knowledge of subversive music and arts, vintage militaria and work-wear, and a post punk attitude, YMC clothes are identified by a keen eye to detail, an emphasis on texture, colour and print and a strong creative spirit. Directional but highly wearable, these are pieces to stand the test of time.
The brands are fusing together for an exciting new collaboration. Launching on the 17th of September. The concept behind the collaboration is a celebration of the brands that were both founded in the 90s – a pivotal point for British popular culture. With a shared love of product and the driving forces behind fashion – design, music and the arts – both brands have been connected to contemporary British style and culture since their inception.
The Yogi X YMC collaboration arrives with the classic silhouettes of Orson and Archer which are available in Black, Olive and Brown. Orson is a pull up leather lace up shoe and Archer is a pull up leather Chukka boot, both with Yogi’s Heritage negative heel combined with YMC’s directional yet wearable aesthetic. The styles feature an unlined pull up leather upper, rubber negative heel outsole, tonal leather laces, natural hand stitching, co-branded veg tan footbed and YMC leather swing tag.
“For me Yogi shoes channel the free spirit of the 60s US counter culture. From the streets of Haight to the hills of Laurel Canyon this would have been the choice footwear of the outsider, the flower child, the protestor so turn on, tune in, drop out.” – Creative Director of YMC
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