Emerging Brand 99BYJMS Takes Rugby to the Streets of London for New Collection

With the campaign led by rising UK rapper, AntsLive.

Fashion 
11,986 Hypes

The UK streetwear market is currently more saturated than ever, especially in London. However, every so often, British streetwear brands offer something different, steering away from the graphic-heavy and blacked-out color schemes the nation has become synonymous with — which is exactly what emerging London-based label, 99BYJMS, has done with its all-new rugby shirt collection.

Launched in 2021, JMS came into the British streetwear world with a new approach to design, providing innovative patterns across knitwear, accessories, and tracksuits, partnering its looks with impressive campaign visuals that have set the brand aside from the rest.

 

View this post on Instagram

 

A post shared by @99byjms

With this being said, 99BYJMS’ new collection welcomes a new line of rugby shirts — fronted by rising UK rapper, AntsLive — and takes them to the streets of London with vibrant effects. Two new designs take the lead this time around, with colorways coming in abstract yellow and blue color schemes.

Crafted from 100% cotton, the new shirts weigh in at a hefty 320GSM, while the cut-and-sew design — available in unisex sizing — is hit with embroidered OG branding on the chest area. Meanwhile, white is then used to cover the collars and buttons, whilst tailored detailing is used around the long sleeves to round off the designs.

Additionally, 99BYJMS introduces a slew of accessories — such as shell caps and tote bags — as well as new 99 Shorts in blue and “Borussia” colorways.

You can check out the new drop from 99BYJMS above and it’s available to shop via the brand’s official website now.

In other news, check out what went down at Hypebeast Flea in London.

Read Full Article

What to Read Next

Goldwin Takes to the Mountains With New Trekking Collection
Fashion

Goldwin Takes to the Mountains With New Trekking Collection

It’s time to hike.

London's NBA Store Moves to Oxford Street Location
Sports 

London's NBA Store Moves to Oxford Street Location

The three-story flagship will host interactive events to unite basketball communities in the UK.

Tekla Heads to the Seaside of Marseille for Beachy Summer Collection
Fashion

Tekla Heads to the Seaside of Marseille for Beachy Summer Collection

Bringing its elevated sleepwear to France’s coast.


BAO and Dover Street Market Celebrate Lunar New Year With Taiwanese Treats and Brand Collaborations
Fashion 

BAO and Dover Street Market Celebrate Lunar New Year With Taiwanese Treats and Brand Collaborations

Carhartt WIP, Simone Rocha, SHUSHU/TONG, and Deathmask deliver fiery tees, footwear, and accessories.

Pierce Brosnan Is a Family Man In Paul&Shark's FW23 "A Father and Son Tale" Campaign
Fashion 

Pierce Brosnan Is a Family Man In Paul&Shark's FW23 "A Father and Son Tale" Campaign

Forming loving connections in the Italian countryside.

Here's What Went Down in London at Hypebeast Flea
Fashion

Here's What Went Down in London at Hypebeast Flea

London’s Hypebeast Flea was the first of more to come. Stay tuned for news on the next one.

Paris Saint-Germain Opens London-Based Flagship Store
Fashion 

Paris Saint-Germain Opens London-Based Flagship Store

Making it the first-ever non-British sports club with a store in the UK.

Canterbury and Percival Hit the Field In Rugby-Inspired Collection
Fashion 

Canterbury and Percival Hit the Field In Rugby-Inspired Collection

Unveiling two dynamic jersey designs.

Lancey Foux Heads 'BACK2DATRAP' in New Full-Length Project
Music 

Lancey Foux Heads 'BACK2DATRAP' in New Full-Length Project

Featuring the rapper’s hit record “MMM HMM” featuring Sexyy Red.


Story mfg. Unveils "The Plough Follows the Rain" Collection
Fashion 

Story mfg. Unveils "The Plough Follows the Rain" Collection

Offering a melange of pastel-colored tones that tap into hues of yellow, brown, blue, green, and orange.

Feng Chen Wang's FW23 Collection Is Frozen In Time Across New Creative Imagery
Fashion 

Feng Chen Wang's FW23 Collection Is Frozen In Time Across New Creative Imagery

Bringing diverse communities together under one roof.

Everything You Need to Look Out for at London Fashion Week SS24
Fashion 

Everything You Need to Look Out for at London Fashion Week SS24

From Daniel Lee’s Burberry and Skepta’s MAINS London to Matty Bovan’s upcycled spectacles and AARON ESH’s NEWGEN debut, here is what’s going down in the British capital this September.

JORDANLUCA's FW23 Campaign Balances on British Highways
Fashion 

JORDANLUCA's FW23 Campaign Balances on British Highways

The London-based label reevaluates traditional office uniforms for modern times.

Corteiz Unveils Latest Graphic-Heavy Drop
Fashion 

Corteiz Unveils Latest Graphic-Heavy Drop

Featuring embossed leather vests, color-blocked polos, and more.

More ▾