YEA.NICE is a new art and lifestyle clothing brand courtesy of pro snowboarders Josh Sherman and JJ Thomas. They just released their first collection online this week so we decided to check in to see what all the YEA.NICE hype was about.
ESPN: How did the concept of YEA.NICE emerge?
JJ Thomas: Three years ago Josh and I were at Mt Hood doing a signature session for Windells. Josh knew I had helped found Celtek gloves and was asking me questions about starting a company and what it entails. I told him my thoughts and we started looking around Hood at all the company banners and decided we need to do something. Fast forward to a year ago, I'm in New Zealand and Josh sends me an email out of the blue. It's a jpeg that reads: YEA.NICE... It's a brand. I made it my desktop picture and looked at it every day.
When I came home we started getting the team together. Three weeks later, at the first comp of the year, Zach Black comes out of nowhere and gets third and is standing on the podium with Shaun and Louie with a huge YEA.NICE sticker on the nose of his snowboard. From that day on the tone was set!
What's the name all about?
Josh Sherman: If you know [us], you know it fits with our personalities. We weren't about to start a company with a name like "Death Eagle" or some serious s--- like that.
Tell us a bit about the Limited Edition wovens. Pretty cool concept...
Sherman: In today's world of mass production it's difficult to find articles of clothing that are truly limited. This is why we created our Limited Edition flannels and wovens with custom fits, unique patterns, and only 60 made in the world. Our consumers know that they are getting an original piece of clothing.
Don't you think that your pro shred friends are all going to hit you up for flannels and expect you to give them to them for free -- so you'll have like two left to sell in the end? You have a backup plan to make money for after that happens?
What brands, movements or "vibes" would you cite as inspirations for your line?
Sherman: It's funny you ask, because during the design process it was rule that we didn't look at any other brands or designs for our inspiration. It's a standard we'll continue to uphold to be able to deliver original designs. Because if you're looking at another brand for inspiration you'll only be as good as they are, without being able to create your own vibe.
Do you guys actually design the stuff? Like, how does it go from napkin to real?
JJ: The design process is really fun. It's the three of us -- Josh, Ryan our designer, and myself -- sitting in a room bouncing ideas off each other until we have a concept for a design that we all like. From there, Ryan gets to work and the rest is fine-tuning and based off a collective response from our team.
Why Madison, WI of all places to have a launch party? No, seriously.
JJ: Josh was born and raised in Madison. He went to high school with the members of music group Dirty Disco Kidz, who we teamed up with to throw the party. On top of that, Josh loves bratwurst, cheese and beer, and hadn't been home in a year and a half. So it was a no brainer to go back to the home land and throw a rager! Which it was!
So how does the music side of things tie in?
JJ: Our brand is about passion, and music is constantly evolving... No matter how you feel, whether it's a good or bad day, you can feel music. So teaming up with great bands like the Dirty Disco Kidz gives us the chance to reach people that love music as much as we do. We love to have fun and, let's be honest -- what's a party without music?
How would you describe the relationship between you two shreds? Full BFFs or what?
Sherman5658043: We're great friends that met through snowboarding. And at the end of the day, we're both like-minded, driven people.
What storefronts are slinging the brand currently?
JJ: Right now we're in Tactics, and available on-line at our site. We'll be reaching more shops this year. Any shops interested can contact us through our website.
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