We were lucky to catch up with Yifno recently and have shared our conversation below.

Hi YIFNO, thanks for joining us today. Can you tell us the backstory behind how you came up with the idea?

In the fall of 2019, at Florida State University, Nick Wucher and Tony Marasa (Co-founder) stumbled upon an idea that would soon transform into a cultural phenomenon. Every morning, Tony would step outside and yell, “YO, IT’S F**KING NICE OUT.” This ritual, though simple, sparked a profound idea. “What if we transformed this phrase into an acronym? And what if we printed this acronym on a shirt?” Some would call it an epiphany.

Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.

For someone who doesn’t know about us I’d tell them we are a luxury streetwear brand and creative community. We take pride in bringing the best possible design and events to our community.

YIFNO is more than just a brand; it is a movement. The phrase, the acronym, the brand, all stem from the feeling you get when the sun is beaming, wind is blowing, not a cloud in sight, and you get moved internally to step outside. Talk your shit, look your freshest, and be unstoppable.

We aim to solve the modern problem of disconnection by building a community of diverse individuals with the same mindset. We’re not just offering products; we’re curating experiences and sparking emotions. Bringing together people who resonate with our vibe and vision.

Our pop-up events are a testament to our commitment to community and experiential fashion. These events are not just about showcasing our latest collections; they are immersive experiences where attendees can engage with the YIFNO lifestyle through music, art, and social interaction.

What’s a lesson you had to unlearn and what’s the backstory?

The lesson we had to unlearn was: “Take advantage of every opportunity”

When YIFNO started to gain traction, people and companies began reaching out to do collabs or show up to their events. Even to go out and network, it led to putting too much on our plate at once, thinking it would fast track us to growing as a company. The mindset was if we do more, the more successful we will become. This can sometimes lead to hurting the quality of work.

We recognized that not every opportunity is right for us. There’s power in the word “no”. Moving forward we decided to ask ourselves the following questions when approached by collaborations and sponsorships:
Does it align with our goals and vision?
Is this something we are going to be proud of in 10 years?
Does it serve the bigger picture?
Does it move the needle?
By focusing on the most relevant and impactful opportunities, we are able to invest our time and energy more effectively. Honestly this something we learned not to long ago, shoutout Jacob Wucher for the eye opener.

Is there a particular goal or mission driving your creative journey?

The goal is to be able to continue to create freely and evolve in every aspect of the brand. From the clothing, community, content, pop-ups, etc. We want to elevate it all. Essentially, we want to grow up with our audience while staying in tune with the youth and growing our outreach. We want to be in the same conversation as Kith, Aime Leon Dore, and Rhude. It will take time, but I know we can get to that level.

With that being said we also don’t want to take everything to serious and keep the playful energy of the brand tied in. Think of it as Luxury Streetwear meets Adult Swim.

Side note: We will be hosting our first pop-up out of the states on October 19 in London alongside Flat22.

Contact Info:

• Website: https://yifno.com
• Instagram: @yifno @yifno_wuch
• Facebook: yifno
• Youtube: yifno
• Soundcloud: yifno

Image Credits

Gonzalo Londono, Alex Amare, Hunter DuBois, Jacob Wucher