From a suburban town outside of Los Angeles, a place where people “lack individuality in their approach to fashion”, Yurjima has transcended its birthplace.
Having recently released Collection 004, following the success of the previous drops, the creativity and ideology of the brand has struck a chord with many likeminded people and six of their nine products have sold out, half a week after the initial release.
“In our suburban town, outside of Los Angeles, the people lack individuality in their approach to fashion, so we took it upon ourselves to change our community’s attitude.”
Yurjima used their platform, a following of over 7,000 people on Instagram, to present their ideas to the world and communicate with others, with the hope of broadening the perspective that people have on streetwear.
In the fourth progression of their brand, Yurjima were influenced by the storms. The night of the Collection 004 release, North Carolina was hit by Hurricane Florence, demonstrating the power of this natural phenomenon. “A storm represents unexpressed fears and emotions, that are waiting to strike the ground.”
“A storm holds a lot of potential power and the aftermath of a storm is unpredictable, just as we are with our style.”
Leading with a holographic ‘After the Storm’ print, on a black tee and hoodie, there is not a more apparent item in the drop that represents their influences. The graphic strikes as unique within streetwear and, at the forefront of the collection, it led the way and sold out in both the tee and hoodie product.
The storm logo branding also found itself distorted on other products. Appearing on a cap and shorts, the logo stands out, white on black.
“The fact that our unique approach to streetwear is appreciated and desired, is highly self-assuring to us and to our continued determination, in approaching streetwear with a different perspective.” – Yurjima, speaking to Wear? Magazine.
The second stand-out design in the “Terrorized” Collection provides a break from the dark, sinister black vibe running through the pieces.
Appearing on both white and black tees and hoodies, the Holographic Logo design is simple yet, along with the rest of the products, unique.
The Holographic light-reflective text reading ‘Yurjima’ makes a basic tee, of which there are many in streetwear, different. Creating a slight differential between the tee and the hoodie only provides more incentive to purchase both.
‘Love to desire, desire to love’ across the sleeves demonstrates the vision and thoughts of the brand. “The aesthetic of Yurjima is heavily influenced by popular culture, appreciation for diverse taste in clothing, and an idealized view on dark themes of love and desire.
“Our intonation is to convey the experiences of development and affection with the world and connect with others who equate with us.”
Perhaps the darkest graphic on display in Collection 004 is the suitably named ‘Terrorized’ tee. Depicting a vampire biting a woman’s shoulder, the graphic is sinister and chilling. The dark graphic follows brand inspirations such as Playboi Carti in its colourless appearance. The cover of the rapper’s album ‘Die Lit’ bears no colour and has references to ominous imagery, like Yurijima’s vampire graphic, throughout its production.
“Our ultimate goal is not to only be defined as a clothing brand, but a culture in itself.”
Throughout the ‘Terrorized’ collection, the cryptic, evil vibe is maintained and those behind Yurjima display their interpretations of fashion to the world. The brand succeeds in escaping the lacking local Los Angeles culture and producing rare items that not only express their creativity but also push the boundaries of fashion and broaden people’s perspective on the realm of ‘streetwear’.
Yurjima speaking to Wear? Magazine.
Images courtesy of Yurjima (@yurjima).
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