With a recent capsule collection with COS and already popular amongst celebrities such as NBA YoungBoy – if you’re not already, it’s time to get acquainted with the new streetwear-luxe label that’s destined for greatness: YEBOAH.
Self-taught fashion designer from West London, Reece Yeboah first entered the limelight when his brand ‘Saint London’ quickly became a sell-out favourite when it became the first independent London streetwear label to be stocked in Selfridges and was popular among the likes of Future, Gucci Mane, and Lewis Hamilton.
However, disaster struck in 2019 when Reece received a cease and desists letter from the NFL regarding the brands name and use of Fleur-de-lis in its logo that seemed to resemble that of the New Orleans team: The Saints.
After the NFL pursued the young label with everything they had, Saint London was forced to close. However, from the ashes of Saint London came Reece’s new label – YEBOAH.Â
Translating to ‘helping others’ in Akan, YEBOAH is a streetwear-luxe label that celebrates both Reece’s Ghanian heritage and his West London home of Notting Hill.Â
Demonstrating his resilience, Reece spent the last 3 years using his expertise and skillset of the fashion industry that he gained though his former brand, to expand YEBOAH and its designs.
YEBOAH has been introduced to a wider audience with its recent collaboration with popular Swedish-based apparel brand COS, on a new capsule collection titled “Metamorphosis.”
Speaking to COS, Reece explained: “After my first brand closed, I immediately wanted to start something new, something that would give back to the community. I’ve been involved in streetwear for ten years, but I feel with YEBOAH, I’ve been given a second chance to showcase my talent and live up to my designer’s name.
“I want to push boundaries and to do that I need to incorporate that luxury element, to challenge myself in a new direction. Streetwear will always be powerful, that core element of community will never die or be diluted: YEBOAH is first and foremost a social impact brand.”
Reece and his YEBOAH brand have long maintained that community and heritage have been the main focus of his journey and he’ll continue to honour both as YEBOAH enters the wider, mainstream market.
With celebrities such as US rapper NBA YoungBoy seen repping the new collection from COS x YEBOAH, being one of the first to collaborate with the relatively new streetwear label may be one of the smartest decisions COS has made.
The recent COS x YEBOAH collaborative capsule has seen YEBOAH pieces welcomed into COS stores in both London and Korea.
Featuring a variety of tailored pieces, varsity jackets, sweatshirts, tracksuits, footwear and lots more all crafted in the colours of white, black or yellow – you can shop the new COS x YEBOAH collection from the COS website right now.Â
Reece has explained multiple times that fashion was and is an alternative form of therapy for the young designer, carrying him through difficult times and allowing him to redefine his creative goals as he embarks on an inspiring journey that began with one door closing.Â
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