Yums is one of the most recognized brands in hip hop. Their sassy smiling face beams from the caps and kicks of artists such as Soulja Boy Tellem, Sean Kingston, Bone Thugs N Harmony, Lil’ Wayne, Snoop Dogg. I was able to speak with Chris Parker from Yums at MAGIC.
Chris walked us through the history of their brand. It’s only been about three years since they began shipping. They started off primarily as a footwear brand but it has now explanded to New Era 59/50 hats, tee shirts, work shirts, polos and track jackets.
“One of the hooks on the shoe is the custom patented artwork which is on the bottom of the shoe which is created by the Yums designer, his name is Tex.” Chris explains, “Tex was a member of the most legendary graffiti crew in Dallas, from a section of Dallas called Pleasant Grove. He took his vision and his skills with the graffiti and he put it towards his vision of a shoe.”
All yums shoes are based around flavors. There’s peppermint, cherry cheesecake, blue coconut slush, snow cone. The ladies footwear line is called jellybean and includes radical raspberry, grape goodness, luscious liquorish, and poppin’ pink lemonade.
Their newest materials include shoes featuring fly tops, which match their 59/50 caps and track jackets. “People who rock Yums usually rock it from head to toe,” Chris said. “We’re looking forward to more development, more additions to the collection, to make Yums a more complete brand.”