The fashion industry is known for taking itself too seriously, and occasionally it calls for a little tongue-in-cheek humor and satire to keep the pretension in check. This is where Youth Machine comes in. The LA-based streetwear brand takes iconic fashion branding and gives it a modern update, changing up famous logos and even fusing together streetwear and luxury icons into one for a more low-key look.
This season, Youth Machine continues on its streak of playing around with brand emblems, bringing back coveted designs such as the “New Balenciaga” T-shirt that riffs on the New Balance logo. The iconic Nike Swoosh is given an update to reflect the lazy inclinations of current youth, with the “Nike” replaced by a more fitting “Naps” on a six-panel cap. Even the COMME des GARÇONS heart is broken into two, as seen on Youth Machine’s graphic tees. Combined with the brand’s original prints inspired by Japanese manga and art history, high-end fashion is rendered accessible and down-to-earth for the youth of today.