The NYC Brand That Will Have You Chasing Your Dreams While Still Looking Fresh.
If you walk through the streets of New York City, you'll come across plenty of millennials who want to make it "big." Whether it's in business, fashion, music, or theatre, you'll see talent trying to rise to the top. YoungATM started their clothing company the same way- with a desire to make it. Born in South Carolina, the brand fought it's way into the Big Apple. Now, YoungATM has established a home in NYC, appealing to the dreamers, the go-getters, and the young after the money. Colabination was able to talk to Trae Bonds, founder of YoungATM.
How does YoungATM represent the millennial generation that is in pursuit of an expensive lifestyle?
As a lifestyle brand, YoungATM represents the mindset of an individual who is hungry for wealth; wealth not only in the monetary since, but also wealth in knowledge, faith, happiness, etc. The brand is deeply rooted in hip-hop so we harness the culture to develop dope products that resonate with our target audience. We’re a brand for the youth who are on their grind and trying to come up from wherever they started.
YoungATM's mantra is "OUR$," how did this mantra come about? What does it mean to your brand?
OUR$ is the brand’s shorthand mantra for the phrase “The World is Ours”. The mantra is inspired by the iconic Scarface quote and Nas classic, “The World is Yours”. Everyone’s world is subjective. We all see and experience the world from different points of views, come from different backgrounds, and have to overcome different forms of adversity. Whatever it is that we each identify as “the struggle," YoungATM pushes the notion that every individual has the capacity to write their own destiny and take over the world. Our claim to fame, fortune, power, serenity, etc. is brought to fruition through self-awareness, self-confidence, and proactivity. We place emphasis on the word “ours” to signify the brand’s ambitious attitude and entitlement to success.
With the pre-spring capsule in the works, how does this new line further your mantra and goals for the brand?
We’re very excited about the release of this capsule. Although it is only a 6 piece collection, we exerted a great deal of effort behind this drop because the concept is very powerful and we wanted to drive it home with some really dope visuals to support the dope products. The LOTO P/S capsule collection sends the message that In order to realize our potential, we must first overcome our own fears, doubts, and weaknesses. We must win from within. We are our own worst enemy. There is no other worthy opponent. Therefore, we are in a league of our own. This new collection further expands our offering to the market which is delivering stylish goods that resonate with the conscious individual. It also conveys YoungATM’s mindset in grinding to emerge as a key player in the streetwear & fashion industry.
How do you hope your customer feels when wearing YoungATM?
I want our customers to feel empowered. I want our products to bring out the “go-getter” in the consumer, but they should feel wavy too. We want our products to be sacred to the customer; knowing the rarity of the items and story behind each. We want our consumers to feel fly when wearing the gear more than anything else though!
Who is your dream collaboration?
Personally, my dream collaboration would be a project with Jordan Brand! I’m such a huge Jordan fan for his basketball greatness and how his sneakers pushed fashion forward. That’s easily my dream collaboration.
What inspires you in the pursuit of an expensive lifestyle?
My family, my hometown, and my own ambition inspires me. I experienced a lot of adversity growing up. Coming from where I’m from its rare for young men like me to make it out and I just want to be able to give something back that can help my family. I want to be able to look back on life and be amazed and how we started from the mud and made it to the mansion. The will to turn dreams to reality is what drives me.
If you're looking to make the world yours, look no farther for your starting point. YoungATM won't only give you a fresh outfit, but a fresh outlook on life. Take a page out of Trae Bond's book and make "OUR$," your new mantra. Keep up with their daily grind below.
Article by Emily O'Rourke
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