Dreamy South London sunsets fused with crazy hill bombs daringly captured on a hi-8 camera, chopped with fast-paced technical skating inside the remains of a ‘90s shopping precinct. This aesthetic positioned Yardsale as a skate brand to watch back in 2013.
What started as a bedroom project, producing a limited run of skate-rooted clothing quickly developed into a streetwear label for those in the know. Initially making logoed T-shirts, the brand now boasts a range of denim, outerwear and cut and sew garments ready for anything you throw at it.
No longer an ‘if you know, you know’ label, Yardsale’s infamous ‘phantasy’ logo has appeared in the wardrobes of London’s cool kids. As part of the brand’s development, the Yardsale boys have tried their hand at printed magazines and throwing parties, cementing the brand as a streetwear mainstay.
Fast forward a couple of years and the brand has caught the attention of indie-pop princess and master of cool, Beabadoobee, catapulting the brand to new audiences. The label was teased on her Instagram, where the indie star could be seen posing wearing a baby pink logoed beanie from the South London brand. A few months later, and the Glue Song star has featured in an official campaign for the brand, donning the greatest accessory of them all; a snake.
Channelling the ‘f**k it’ energy of London’s skate rats into its clothing has only propelled the brand further into the spotlight. With fellow skater and disruptive London artist scene Slawn being an early adopter of the brand, Yardsale is showing no signs of slowing down.
At last month’s Paris Fashion Week, South London native and producer of Jazz-infused infectious Indie music, King Krule, was seen sporting a pair of the South London skate imprint’s popular Fantasy jeans as he serenaded a crowd of skaters and fashionistas for Vans’ OTW activation on the banks of the Seine.
For a brand born from bedroom boredom, Yardsale looks set to reach new heights, thanks to an authentic approach to clothing design rooted in the needs of skateboarding, cementing it as one to watch this year.
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