Yums is a brand which certainly holds true to its name. With its range of merchandise coming in an array of lip-smacking and luscious colors, the products definitely look good enough to eat. Hold off the urge to eat them though, and wear the colorful items on your head, back or feet instead, as Yums products are meant not to serve as gastronomic delights, but are meant to serve as fashionable yet functional eye candy.
Originating from the streets of Dallas, Yums was created by a graffiti artist named Tex, who also acts as the main “Supa Throwed” designer for the brand. Yums encapsulates the identity and culture of the Dirty South – both in terms of the place where the brand is based, as well in terms of the hip hop music that greatly influenced the brand’s designs. It also caters to those that are hungry for hip hop and urban-inspired clothing and footwear designs. And satiate the consumers’ hunger is indeed what Tex envisions to do.
Being a well-rounded artist himself, Tex hopes to impart his style of art to as many individuals as possible. Hailing from a father who was a painter and a mother who was a fashion designer, Tex was already predisposed to art even at a young age. His interest in art was influenced mainly by the hip-hop culture during his high school years, eventually being translated into his being a prominent character when it came to Dallas graffiti art and rap music. Even in his current stint as the chief designer for Yums, Tex ensures that these art influences of his are reflected in his designs, conveying his lifestyle which is strongly ingrained in rap music and graffiti art to the world.
Since 2007, Yums has been churning out seasonal collections of its footwear for both men and women, all of the styles having mouth-watering names. With sneaker flavors – or names, rather, such as Snow Cone Shoe, Cherry Cheesecake, Candy Apple, Bubble-Gum, Blue Coconut Slush and Cupcake, one could really get tempted to take a bite out of their footwear. They may not be made out of anything edible, but the premium materials that Yums shoes are made out of – such as thermoplastic rubber, boot leather, patent leather and suede – ensuring only the best quality items and a highly satisfying footwear experience for the individual who dons a pair. Aside from the highly enticing shoe names, another defining feature of Yums shoes is the sole art found on the bottom of the shoes, accompanied by their trademark licking smiley-face logo. With Yums shoes, you’d definitely want to sit around and put your feet in the air – literally – if only to showcase the cool, colorful and detailed art found on the soles.
Yums has caught the eye of several magazines such as Footwear News, Slam, XXL and Block2Block, which have done features on the sneaker line of the brand. Aside from their delectable main line of sneakers, Yums also has an array of other lines for both men and women, such as t-shirts with comical designs which mostly feature the Yums smiley-face logo, polos, jackets, caps, and accessories such as smiley-face belt buckles and bandannas.
Because of the appeal of the Yums product lines, several big-name hip hop artists have already collaborated with Tex in designing products for Yums. In 2008, Soulja Boy Tell’em signed a multi-year deal to work with Yums in designing a signature shoe for them, the result being the Soulja Boy Tellem shoes, a clean white patent sneaker with a cartoon graffiti of Soulja Boy on the sole. Soulja Boy has also worked on designing apparel for the brand. Aside from Soulja Boy, Sean Kingston is another artist who worked on a signature shoe with Yums, creating a black and yellow number with black, yellow and green art on the sole, representing Sean’s Jamaican heritage. It’s not only artists who collaborate with the brand who like wearing Yums – the brand has also been found to be donned by the likes of Snoop Dogg, Lil’ Wayne, Tum Tum, and Bone Thugs, showing the massive appeal that the flavors of Yums has.
Add some new flavor to your wardrobe and get deliciously wicked footwear and clothing from Yums. Yums is available in a multitude of retailers all over the US, and is also available internationally in countries such as Australia, Canada, Germany, France, and the United Kingdom. Online, Yums can be bought from DrJays.com, and the brand’s official site, YumsShoes.com.