After a 14-year hiatus, YUMS, a flavor-inspired footwear and apparel brand, is officially relaunching into the U.S. market following a legal battle with Nike.
In a huge win for independent brands everywhere, YUMS is serving up some sweet style, relaunching with its signature “Sweet Series” sneaker collection, designed by graffiti artist and chief creative officer, Tex Moton. The collection is comprised of four flavor-inspired sneaker designs in unisex sizing and matching headwear: Cupcake, Sugar, Rainbow Sherbet, and Mixed Berry Tart.
YUMS, an acronym for “You Understand My Style,” was originally founded in 2007 by Moton. As the designer of YUMS, he reimagined how the brand thought about collections, designs, and product development by including unexpected details, like graffiti art on the soles of the shoes that can be seen through translucent bottoms. He drew inspiration from his favorite foods and snacks to conceptualize YUMS’ signature style, and his use of lively colors, rich fabrics, and clean design lines changed the way people connect with sneakers.
“This moment has been a long time coming, and we couldn’t be more excited,” said Moton. “During a pivotal moment in society where nostalgia provides a sense of relief, YUMS is a true testament to what is possible for small businesses and creators. Our flavorful designs are made to inspire all who wear them, and are the secret ingredients to the streetwear industry’s recipe for success.”
YUMS’ newest streetwear collection includes four limited-edition flavor-inspired sneaker designs featuring Moton’s original artwork along with matching headwear. Drawing inspiration from the fashion industry’s most-loved trends along with a few special ingredients, each sneaker design features a high-quality leather upper, rubber sole, signature transparent sole art inlay, and includes an extra pair of contrast color laces. Following YUMS’ dedication to self-expression and inclusivity, the colorful collection is available in unisex shoe sizes ranging from 5 – 13 with price points ranging from $100-$125. Each style is part of a limited-edition drop with more recipes to come soon out of the oven.
YUMS’ four new sneaker designs and matching hats are available for purchase now via its e-commerce website.