Yoh! Fashion parties are all the rage. Here's why

2014-09-18 18:45

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Over the past three years, Patrick Visser (23) and Raees Saiet (21) have held a successful string of themed monthly parties that have incorporated movie screenings, a clothing market, deejays and live performances.

Hosted under the moniker YOH!, the parties initially started in Cape Town, but due to their popularity, they spread to Joburg and were held at the popular Kitchener’s vibey restaurant in Braamfontein.

In late 2012, the label added an apparel section to the YOH! brand by incorporating a few T-shirts.

“We always wanted YOH! to be more than just an events brand and I’ve always really been into fashion, so clothing was just a logical next step,” says Visser.

Fast-forward to this month and the clothing label has grown into a business in its own right with a full range of streetwear items.

The label has just released a new lookbook that has streetwear fans buzzing with excitement.

So much so that as soon as it came out two weeks ago, it was featured on The Fader website, the iconic New York-based publication the New York Times once dubbed “the new music and fashion bible”.

“For the current lookbook, we came up with a monochromatic range that ties in with our well known yin-yang motif and draws on simplified recognisable symbols adopted by us as a way of establishing a certain ‘aura’ for the brand,” says Visser.

The pared-down, minimalistic look of the new range, which features shirts, sweatshirts, tees and beanies, with placement prints that play on currency symbols, give the brand an understated hip-hop feel.

The range is exclusively available through the label’s online store.

YOH! will also be conducting pop-up sales. Shoppers can find out more about these through the range’s website and social-media channels.

At present, the team is at work on its next range, which will be launched through a major international streetwear online store.

The online store has invited the brand to come on board as its very first South African streetwear offering.

Check out www.yohstore.com

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