- Riley
- Jul 24, 2020
- 7 min read
I’m REALLY excited about this one.
Out of every clothing brand I shell out cash for, no one perfectly fits the “shut up and take my money” meme template more than my current favorite: Y.T.G.
A photo of Y.T.G's museum-worthy Landscape Waterpaint shirt from Spring/Summer of 2019
The Los Angeles based startup brand is experiencing a steady rise in popularity as it continues to slide through the underground fashion world. From every angle, the brand oozes the quality and professionalism of a long established high end clothing line. Considering just how much care goes into each and every collection, It’s hard to believe that they aren’t a more common name by now. Still, they have managed to gain almost 20,000 followers on Instagram and features in big magazines like GQ. A good handful of celebrities have also caught on to the wave. Pieces by Y.T.G. have been worn by big names like musicians Justin Timberlake, Oliver Tree, and 24kgoldn. Milwaukee Bucks player D.J Wilson was also spotted in a Y.T.G. jacket.
J.T wearing the Colorblock Corduroy Blouson Jacket during a show; photo by Mark Nguyen
I personally discovered Y.T.G. by browsing Reddit one day, only to fall in love with the colorful, eye-catching design ideas that they were releasing. I can appreciate that they don’t just screen print out tee shirts and hoodies like a typical streetwear startup, they take the time to curate long lasting closet mainstays with functionality. Whether it be a silky smooth feeling button up shirt, or cruelty-free fur coat that’s as soft as a hug from mom, Y.T.G. emphasizes quality. Since finding out about them, I’ve purchased a variety of garments from different drops and each piece is just as high quality as the next. Just by looking at the photos on the site you can see how much they value attention to detail. However, the level of care put into a piece is most evident when it’s actually in your hands. The brand has also been steadily improving on their use of sustainable materials, which is an added plus. It’s just easy to pick something from Y.T.G. out of your stash if you need a crowd pleaser for the night.
The insane details on the Citrus Melange Knitted Jacket from Fall/Winter 2019
In a dream come true scenario, I was lucky enough to talk with the brand’s founder, Yitai Geng, a University of Southern California Business School student who is innovating at every big step he takes.
RW: Yitai right?
Yitai Geng: Yep.
RW: Thanks for doing this with me, man.
RW: How did you get your start? I know successful brands like Alex’s Stupid Shirts, Steady Hands, and Bound all got a lot of their hype on the street-wear startup subreddit. Would you say that’s a big contributor to getting off the ground?
Yitai Geng: Well, regarding Reddit, It didn’t contribute to a HUGE chunk of Y.T.G’s success. I think Reddit’s audience is somewhat weird. People will like something really fast and not like something the next day. Lots of things there focus on the collective belief that something is either good or bad, but most of the things that contribute to Y.T.G’s success are the products. If you make unique enough designs and silhouettes, people will discover you and like you for who you are.
RW: That’s something I’ve personally loved about Y.T.G. You guys emphasize quality over quantity. There aren’t these big sprawling collections of like, 20 tee shirts, there’s just a few carefully crafted pieces. Would you say that that’s a good mentality to have for people who are pursuing careers within their own brand?
Yitai Geng: There are some brands that emphasize quantity and they do great jobs at it, but in terms of longevity, which is my belief, then quality really matters. If you’re trying to create a brand that can last for an extended period of time then definitely pay attention to quality and designs. Loving what you do, too. That’s what matters.
RW: If you look back at all of the collections, it’s almost like it tells a story. You could tell that with each drop, the brand was gaining more personality and flare. It really feels like you found a niche. How long did it take for you to figure out your brand identity or direction?
Yitai Geng: I actually don’t think the brand really has an identity. I don’t want to fit it into any type of category. The brand is more of a reflection of myself. Before I was into dark and minimal colors, and now I like a lot of colorful stuff. I’ve been getting more into products with more functionality and sustainability, as well as designing with a sense of purpose. If possible, I don’t want the brand to ever have a solid personality. I want it to continually change. I don’t ever want to stop on one thing.
RW: So a focus more on being adaptive?
Yitai Geng: Exactly.
RW: I know I saw somewhere that you mentioned a trip to Eastern Asia that inspired the landscape button-up, which I own. It’s one of my favorites. Are there any other experiences like that that inspire your designs? Any influences similar to that?
Yitai Geng: So I’m Chinese myself and was born in China, so I’ve always been into the Chinese culture. I haven’t really seen any other brands that represent that culture in an authentic manner. In regards to other things, movies or anything that I see. I have a short term memory but once I get inspired I’ll jot down some notes or do I sketch so I can go back and reference it later on.
RW: You’re a USC guy right?
Yitai Geng: I’m an upcoming Senior.
RW: What’s your degree in?
Yitai Geng: Business.
RW: How does your business degree factor into Y.T.G, if at all? I imagine that you’ve picked up some useful skills at a place like USC.
Yitai Geng: To be honest, I haven’t found any important information there that factors into the success of Y.T.G. Not from USC, at least. I’m very lucky to have met some people there, though, who are like minded. Overall they’re people I can share ideas and form a network with.
RW: Ah, so networking there has helped in some capacity?
Yitai Geng: Not for the brand directly, but I’ve definitely met people who inspire me.
RW: You’ve accomplished so much already and made such a variety of garments. What do you in Y.T.G’s future long-term? Like, what’s your final vision? Do you want to own retail outlets or factories?
Yitai Geng: I don’t want to stop. I don’t want to hit a plateau. I hope that the brand will evolve into something that no one is expecting. In terms of operation, vertical integration will be ideal, but that comes at a large expense. But, I also want my own retail store. I don’t just want to do any type of boring retail store. I want to make sure it’s fun. I want people to want to come here for reasons other than shopping. It won’t just be a store. Not something plain, but instead something people can experience. For example, maybe like a cafe inside the store. Stuff like that.
RW: Wow, yeah, that’s really inspiring. It seems like Y.T.G’s forward thinking mindset would apply really well to a retail store. It’s inspirational to hear that you’re going for a more communal vibe and build a culture around the brand. The teasers for the next collection have been NUTS. When is it and what else can we expect? Because, as a fan of the brand, I’m dying to know and I bet a lot of people are, too.
Yitai Geng: Well, the next collection, while keeping it lowkey, will be the best we’ve ever done in terms of quality, looks, designs and the ways we merchandize. It will be very refreshing and will have a lot of wow-factors. We’re just teasing people online and have been lucky enough to get some very positive reactions. Also, thank you, Riley, for being a long time supporter.
RW: Of course! Do you have a rough date for the next collection?
Yitai Geng: We’re looking at late July. And another thing that’s cool is that we’re making a lot of changes. Like, for the last collection we did pre-orders. Right now, everything is currently in production so we can ensure that customers get their products ASAP. Sometimes people don’t understand how pre-orders work and ask us where there things are, because Amazon has set a high standard for everyone. We definitely want to provide good customer service so we’ll also be offering free returns and exchanges for all future orders. We’re also doing a brand new web layout, so when the next collection launches, the site will look different for you.
RW: That’s great that Y.T.G. is established enough now to afford stock and probably sell out of it.
Yitai Geng: That’s part of the reason we did pre-orders before because of such high demand. We’re basically just changing our operation process based on feedback because we really appreciate our supporters.
RW: Well, thank you so much for talking to me man. This is one of the most exciting moments of the summer for me. I hope to have a closet full of your clothes one day.
Yitai Geng: My pleasure. It’s been an honor, and Thank YOU for setting this up.
So, not only does Yitai run a great business, he’s just a great person in general. Talking with another creative mind with that many gears turning was inspiring. His idealist vision for the future came more into frame for me. The best part is, a piece of that future isn’t far at all. Y.T.G. just announced that their newest collection is launching on Saturday, July 25th at 10am PST. And, like Yitai promised, some of the designs are their best yet. Take a sneak peak at just some of the great designs on the way:
To see the full collection, previous releases, more photos, and more information, head over to Y.T.G's website and/or Instagram through the following links to pick up some new heat:
