Nana: Fashion has infinite possibilities, and new power is born from it. As a carrier of culture and times, fashion encompasses everything. From trendy to traditional culture, from celebrities, idols to everyone’s daily life, and from West to East, it is our discourse, our power, our time. Through Asian Voice, we hope to spread the local Asian fashion culture to the world by moving cross languages and borders.
In this issue, we welcome Yeti Out, a streetwear brand from Hong Kong. Yeti Out was formerly a party and music event promoter, before launching streetwear and other projects. It does not only launch clothes, but also knows clearly about actively engaging with its audience through different areas, such as events, social media as well as music. Yeti out believes that all people have an inner wild side, and it needs to be released “when the sun goes down”.
Nana: Could you give an introduction about Yeti Out?
Yeti Out: Yeti Out is a transient collective of DJs, producers, graphic designers and artists headquartered between Hong Kong and Shanghai. Yeti Outoriginally started as party/music event promoters before launching a streetwear line, record label Silk Road Sounds and alternative radio station FM BELOWGROUND. Each project continues to explore how music and club culture can expand into other creative forms. Via radio shows, pop-up raves and exhibitions, each project is a reflection of youth culture in cities that never sleep.
Nana: Why did you initially create the brand and name it “YETI OUT”?
Yeti Out: Yeti is mythical and wild and embodies an energy that we all naturally have. While we’ve been trained to follow the constructs of social norms, but it’s important to know that we all have an inner wild side which needs to be let free, let loose and perhaps appropriately so when the sun goes down.
Nana: What has influenced the creation of the brand and the pieces designed for you brand? -Has culture (art, music, film, etc.) or other styles influenced you in the making of your brand?
Yeti Out: Music flyers from club nights, gigs and raves. Our graphics explore artwork from various decades of party flyers while canton cinema to 90s cartoon and documentaries also inspire ideas. Sometimes, street advertising and signage influence some collections. There’s a lot of typography and graphics in the neon-lit streets of Hong Kong. Endless inspiration.
Nana: How do you come up and decide on the themes for your collections?
Yeti Out: It’s quite ad-hoc, a lot of it is based off intuition or whatever we’re excited about at a particular time. Recently we explored graphics from 90s surf culture and the intersection of the So-Cal scene and what was happening in Seattle at the same time with grunge. Some interesting reference points were dug up.
Nana: Is it possible to let readers know a little about your next drop (collection)? If so, what has inspired the theme and the pieces in them?
Yeti Out: We have a capsule dropping in December, a collaboration with a Dutch brand, and we explored motifs from ‘90s sportswear intertwined with graphics and slogans from the acid house era.
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Nana: How do you come up and decide on the themes for your collections?
Yeti Out: It’s quite ad-hoc, a lot of it is based off intuition or whatever we’re excited about at a particular time. Recently we explored graphics from 90s surf culture and the intersection of the So-Cal scene and what was happening in Seattle at the same time with grunge. Some interesting reference points were dug up.
Nana: Is it possible to let readers know a little about your next drop (collection)? If so, what has inspired the theme and the pieces in them?
Yeti Out: We have a capsule dropping in December, a collaboration with a Dutch brand, and we explored motifs from ‘90s sportswear intertwined with graphics and slogans from the acid house era.
Nana: Could you name the top 5 parties you’ve DJ’d at or organized in Japan?
Yeti Out: In no particular order,
– Yeti Out x Kieth Flack @ Fukuoka (2022) – Yeti Out x 813 @ Vision, Tokyo (2018) – Yeti Out @ Womb, Tokyo (2014) – Yeti Out @ Sankeys PENTHOUSE, Tokyo (2019) – Yeti Out @ Circus, Osaka (2019)
Nana: Is there a particular artist, movie, place, book that you would recommend our readers to check for inspiration?
Yeti Out: ‘Liberation Through Hearing: Rap, Rave and the Rise of XL’ by Richard Russell.
Nana: Can you tell us about some of the most challenging experiences you have had during the process of building your brand?
Yeti Out: Keeping momentum not just in the release of clothing, but engaging with your audience in different area (from events, online interaction to various social media & music channels), all while staying true to yourself.
Nana: Do you have any advice for our readers who are seeking to find a way to build a brand just like “Yeti Out “?
Yeti Out: Build with your friends and be ready to bounce back from mistakes. Don’t forget to have some fun.
