Hypebeast Community Center is a new series spotlighting emerging, indie and underground brands in street culture — giving them a platform to share their story and explain who they are/what they do.

---

The Five W’s:

Who is wearing YOSSI CORP?

YOSSI CORP is for the outliers, the independent thinkers, and those who are cultured, emotionally introspective, and looking for a brand that mirrors their own complexity. They’re constantly questioning societal norms and pushing boundaries in their personal and professional lives. It reflects their artistic influences and tells a story that resonates with their personal experiences and individuality.

What is YOSSI CORP’s main message?

YOSSI CORP challenges societal conformity, offering an alternative perspective on masculinity, identity and self-expression. The brand is deeply rooted in the introspection of subcultures and how they shape the pursuit of the “American way of life,” aiming to dive deeper into both its triumphs and tragedies.

When did you launch YOSSI CORP?

The beginning of 2023.

Where are people wearing YOSSI CORP?

24/7. It’s running around downtown New York or spending a night out in Paris. It’s the fit you want on when you run into an ex-lover or when you’re on your way to find a new one. It’s a lifestyle.

Why was YOSSI CORP created?

YOSSI CORP is a brand born from deep personal exploration and a sense of discontent. I wanted to create something that rejects the idea of being “for everyone.” It’s more of a proposition for those who find strength in individualism and isolation—something that speaks to the outliers of the group. It’s like an “anti-community” approach, meant for those who embrace their own path and identity.

“If you combined a Radiohead, Depeche Mode, or Mobb Deep song with Richard Prince’s approach to art, and then put my personality in front of it, you’d get YOSSI CORP.”

About the Brand

What was the spark that catalyzed the creation of YOSSI CORP?

It started when I was making denim in Japan, right after I had released a collection for my previous brand, Adolescents. I remember looking at these jeans and thinking, “This is exactly who I am, but it doesn’t feel like Adolescents anymore.” That’s when I realized it was time for a change. I wanted a brand that would be a direct reflection of me—an outlet to express whatever I wanted, without worrying about being “on brand” or not.

When did fashion design become a passion for you — and an intended career path?

I didn’t even know it was called “fashion” when I was younger. I just knew I wanted to wear things no one else had because that helped shape my identity. In 11th grade, I learned what a designer was and thought, “That’s what I want to do.” I quit everything — team sports, video games — and threw myself into it. I figured if I started then, I might actually have a shot at this dream.

How would you define YOSSI CORP’s style?

YOSSI CORP redefines luxury through a D.I.Y. perspective, channeling the unapologetic spirit of punk in a more sophisticated context. I love playing with contrasts —deconstructed versus structured, distressed versus refined, and blending androgyny with alpha masculinity. It’s all about attitude mixed with effortlessness — rebellious chic with subdued confidence. Think of it like this: if you combined a Radiohead, Depeche Mode, or Mobb Deep song with Richard Prince’s approach to art, and then put my personality in front of it, you’d get YOSSI CORP.

How do themes and motifs of Americana influence YOSSI CORP?

Americana plays a significant role in my work. Many of my designs reference American subcultures — grunge, skate, rap, punk, etc. These are the things I grew up loving and aspiring to be a part of, as the community represents parts of my personality. There’s always this underlying theme in my collections that speaks to the triumphs and tragedies of pursuing the American Dream and how that intersects with identity, struggle and success.

What role does nostalgia play in YOSSI CORP’s designs?

Nostalgia plays a huge part in my design process. I’m constantly pulling from my own memories, from the things that shaped me growing up. But it’s not about replicating the past — it’s about reinterpreting those influences in a way that feels modern. With every collection, I’m chasing that “perfect vintage T-shirt,” even though I know it’s impossible. It’s the fascination with that idea that keeps me going.

What style codes or eras inspire you?

Menswear is built on stylistic codes—signals that come from a sense of uniform or belonging to a certain tribe. I like to play with these codes to shape the narrative for my lookbooks and the overall story I’m telling with YOSSI. Sometimes, I see myself more as a film director than a fashion designer, using references and style cues to inform a larger vision and story rather than just focusing on the product itself. Lately, I’ve been particularly inspired by the 1990s and 2000s, reinterpreting those social cues to shape the brand’s dialogue.

How do “rebellion” and “refinement” meet in YOSSI CORP?

There’s always been an inner rebellion in me, and I channel that through my collections. But I like to counter that with a level of sophistication. I always ask, “How do these two things inform each other?” It’s about finding the perfect balance between rawness, emotion, wearability, and craftsmanship. It uses unique construction techniques and luxury fabrics that feel buttery soft to the hand but raw in emotion. Like, can something vintage, old, and worn feel as luxurious as that new Hermès bag? That’s the question I’m constantly developing.

What was the biggest challenge in building YOSSI CORP?

The biggest challenge has been staying true to my vision and not compromising under pressure. It’s easy to get caught up in seeing other brands catering to social, editorial, or the agendas the media wants you to follow. But I started YOSSI CORP to create things I want to wear, things that reflect my vision. It’s not about chasing the spotlight either—too much attention can be your downfall, and we’ve seen that happen with other brands. It’s really about sharing something authentic with the world.

What’s the biggest lesson you’ve learned since launching YOSSI CORP?

Patience is key. Don’t chase quick attention or short-term gains. Essentially, I’m competing with legacy brands, but I view myself as a creative engineer. I know I can do what they can’t because I’m fully independent.

What makes YOSSI CORP stand out in today’s crowded fashion scene?

We aren’t making clothing just to keep up with the cycle. Every garment has an artisanal feel—it’s DIY in spirit and luxury in execution. No two pieces are made the same.

Why should people care about YOSSI CORP?

If you’ve read all of this or skipped to this question and still don’t get it, then there are a thousand other brands out there for you. I’ll be here, and the others won’t.