StreetwearTalk’s BrandWatch series shines a spotlight on some of the hottest brands from around the world that you might not have heard of. This installment looks at San Diego-based The Fresh Yard, who keeps the idea of the underground clothing store alive with timelessly unique hip-hop-influenced pieces.
While New York, Tokyo, and Milan are the places that first come to mind when one thinks about the cutting edge of streetwear, California is not without a streetwear legacy of its own.
As the birthplace of skate culture, California is home to some of the oldest and most revered names in streetwear such as Stussy, UNDEFEATED, and HUF. The Golden State is also home to a number of smaller streetwear labels, one of which is The Fresh Yard.
What is The Fresh Yard?
Established in 2010, The Fresh Yard (often shortened to FY) started life as a small retailer in San Diego with a minimalist aesthetic and a catalog of unique streetwear pieces that one would not be able to find anywhere else.
Over time, The Fresh Yard would develop and release their own collection of men’s apparel, influenced strongly by the urban and hip-hop roots of their third-party catalog.
San Diego’s Supreme?
Streetwear veterans might notice that FY’s origin story as a retailer turned independent fashion label is pretty similar to that of New York streetwear giant Supreme – and they’d be right.
However, while Supreme has exploded to become the icon that it is today, The Fresh Yard continues to stay true to its roots in the underground. This shines through in their frequent collaborations with local artists and designers in San Diego, as well as their understated yet unique pieces that will make onlookers go “where did you get that?”
What do you feel about the underground, can’t-get-anywhere-else aesthetic of The Fresh Yard’s pieces? Let us know in the comments below, and keep following StreetwearTalk for further installments of BrandWatch and the latest in streetwear news.