KYSM Brand Story
A few years ago I was standing in the dark, waiting for a train to take me to a job that I hated going to. The bitter Swedish winter ripping through my GORE-TEX jacket, attempting to wrap her hands around my fading soul. As I looked around I noticed other people's expressions, lifeless and hollow, staring vacantly at their phones. It was at this moment I decided enough was enough, no longer could I make excuses for existing just to receive a paycheck.
And so began a new journey, one that would be self-taught and full of uncertainty. Finding my voice in a world gone mad, channelling my love for hip-hop and street culture into the designs you see today. Admittedly, the brand is far from perfect, however, I know the alternative would be me standing on the that train platform, never knowing a life less ordinary.
Kill Your Slave Master,
Know Your Worth.
A speech that inspired a brand.
The first KYSM design produced after listening to Israel Adesanya call out the tall poppy syndrome within our society after winning the New Zealand Sportsman of the Year award. For a country so diverse in culture and rich in potential, there is a hesitancy to lift up and celebrate those with new ideas. That mentality must change.
KYSM State of Mind
KYSM is heavily influenced by the hip-hop culture of the 1990's. Artists such as Wu-Tang Clan, OutKast and Tupac featured heavily on my mix-tape rotation, however, none captured my imagination more than the Notorious B.I.G.
Although his genius was gone too soon, he will forever be remembered as as one of the greatest hip-hop artists to ever live.
KYSM X Worm
Dennis Rodman created his own path by choosing to be the best rebounding forward the NBA has ever seen. Although now retired, he continues to inspire a generation of people who choose to go their own way. For that reason we pay homage to the legend with this simple. yet appropriately styled design.
Who is KYSM?
After a highly successful career working as a chef around the globe, I became indifferent to the work centred around the culinary arts. Consequently, I have created KYSM as a brand that represents my own interests and, I hope, that a part of it resonates with you.
Finally, to everyone who has supported my journey along the way, a massive thank you, because without your support I may still be waiting for that train to take me back to that job that was trying to steal my soul.