As part of adidas' creative London 2012 project miadidas Customisers, Y'OH took inspiration from the incredible female boxing division by customising a pair of adiPower boxing boots and we caught-up with the designer to talk being a Streetwear brand, taking inspiration from the Olympics, Stella McCartney and more...
Have you been inspired by the Olympics Games this summer?
Yeah, definitely, it’s an historical event with modern day heroes.
Which specific athlete inspired you the most?
All Olympic athletes inspire me. Their grace in victory or defeat and their dedication to what is essentially their art is very moving.
Have any athletes struck you as being particularly stylish?
There are a fair few female runners who have definitely got style, like Sanya Richards-Ross with her fancy hair-do and Chanel earrings, but they’ve got nothing on Flo Jo. She was mad stylish.
Have you been impressed by any of the apparel? What did you think of Stella McCartney’s designs?
I love seeing athletes in their kits representing their countries. They must feel so proud to be wearing them. I thought Stella did a great job, Team GB looked on point.
Your designs have been embraced by the skate community, do you think skateboarding has a place at the Olympic Games?
I don’t skate personally, so I’m not really qualified to comment, but my guess would be that some skaters would say 'yes it should be recognised as a sport' and others would say 'that was never the intention for skateboarding.' Nonetheless, what with BMX cycling making its debut at the Beijing 2008 Games I have a feeling it will happen eventually.
How much of an idea did you have in your head before you started working on your miadidas design?
I had a very loose concept of what I might do, but we didn’t have specific briefs til either the day or a few days before. It’s been an interesting project, you have a limited time in which you have to work on red technical shoes, so it challenges you to work outside your comfort zone. I approached it as an art piece.
What’s next for Y’OH?
I have had some exciting projects planned for a while. It’s just finding the time and means to execute it right. I would rather not put anything average out.
Do you have any advice for creating and maintaining a credible streetwear brand?
Your objective – why you do something will dictate the rest. Personally; I work from a place where I feel I can contribute to culture as opposed to trying to get something out of it.
Who would you most like to see wearing Y’OH?
Any member of the Wu-Tang Clan!
What do you see dominating the streetwear agenda this winter?
I think people will start to push the boundaries with outerwear, I see them developing into more statement pieces.