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”.
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.
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.
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.
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.
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.
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.
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.
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)
Yeti Out: ‘Liberation Through Hearing: Rap, Rave and the Rise of XL’ by Richard Russell.
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.
Yeti Out: Build with your friends and be ready to bounce back from mistakes. Don’t forget to have some fun.
Don’t forget to have some fun.
