Today we're releasing a sparkling new collection of graphic T-shirts, hoodies and sweatshirts, but first...
Were you a kid who played a certain role in school?
Maybe you were the quiet one. The chatty one. The adventurous one. The dramatic one. The one who always wore a tracksuit on casual clothes day. The one who unsuccessfully flirted all the time. The one who was into death metal. The one who loved maths. The one who hated everything.
Anyway, one day you wake up and you think: I’m going to be different today. And you do something unexpected. Like smile.
It’s always a bit of a risk. But sometimes you’ve got to break the mould, even if you’ve been snug in it for so long.
So today we're breaking the mould at Yes Friends, and we’re releasing some things that aren’t minimalist.
We know some of you won't be into this. We self-selected our audience when we chose in 2021 to release our first two products. A plain black T-shirt. And a plain white T-shirt.
It took us a while to get much more wild than that. So perhaps it’s unsurprising that most of our friends at Yes Friends just can’t get enough of colours like navy and pine green.
And when we asked you about graphics a little while ago, some of you were really clear about what you wanted:
“smaller fonts. no claim, just logo.”
“I prefer minimal graphics.”
“More subtle.”
“Less.”
But some of you do want something bolder. Like the friends who made these requests:
“PAISLEY PAISLEY PAISLEY PAISLEY PAISLEY PAISLEY PAISLEY PAISLEY PAISLEY & MORE PAISLEY”
“One-of-a-kind art/graphics (extra points if it’s a tad absurd/bizarre)”
“Things that are so hyper-specific that it’s nearly universal bc it’s kind of absurd”
So we're releasing something a little more adventurous.
Lovers of subtlety, do not be alarmed.
We are still releasing some minimalist designs today.
You can still slip into this clean, minimalist T-shirt and sweatshirt. Just one artful step away from a blank canvas.
This new graphic collection asks, 'What if Yes Friends opened a hotel?' and, 'What if Wes Anderson made a film about it?" Two questions that were surely on your mind.
It's the sequel to our Generous Life collection, which celebrates how something as simple as generosity can change the fashion industry.
It also reminds us of our incredibly hospitable friends Sophie and Panu.
We didn't only get to photo shoot in their gardens for free, but they said “come into our home anytime”, gave us free home-pressed cider, and plied us with homemade lemon tart. Anyone who gives us homemade lemon tart is likely to have a collection dedicated to them.
