2000s brand YUMS is back with four new colorful sneakers
It’s been 14 years since we first saw Soulja Boy “Crank That” deliver delicious signature kicks. It was the heyday of BAPE STA and BBC Ice Cream, and Dallas-based YUMS added to the mix with their loud and colorful sneaker brand. Then they disappeared from the face of the earth.
Now they are back.
YUMS, acronym for “You Understanding My Style”, was founded in 2007 by distinguished designer and legendary street artist, Tex Moton. Taking inspiration from his favorite foods and snacks, Tex created the avant-garde line to disrupt the streetwear industry, and his use of bright colors, rich fabrics, and clean design lines certainly did just that.
After taking a 14-year hiatus, YUMS is finally back in a range of bold colourways. Maintaining the iconic look of the 2000s, the signature collection of the brand “Sweet Series” offers colors inspired by flavors such as “Cupcake”, “Sugar”, “Rainbow Sherbet” and “Mixed Berry Tart”.
The shoes feature a rubber sole, see-through sole art inlay, vibrantly colored upper, and an additional pair of contrast-colored laces. The silhouette most vividly resembles Nike’s Air Force 1, which brings us to this decades-long hiatus.
In 2009, at the height of YUMS’s popularity, Nike filed a lawsuit against the brand over design similarities between Swoosh’s AF1 and YUMS’s signature sneaker. It’s hard not to see the similarities. In court, YUMS even admitted to “taking inspiration from the most beloved trends in the fashion industry as well as a few special ingredients,” but the same could be said of popular streetwear brand A Bathing Ape, as Nike. never continued, despite the obvious resemblance. With the lawsuit spanning several years, it eventually went to the Supreme Court, which resulted in Nike’s very first pledge not to prosecute.
Few brands survive litigation with Nike. Especially for YUMS, which does not have the same status as brands like BAPE, its survival in court has been all the more monumental. So the brand is celebrating the Only Right Way with four of its signature Sweet Series sneakers and the promise of “more recipes coming out of the oven soon”.
Priced at $ 100 and $ 125, the “Sweet Series” is available now on the YUMS website.