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 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 that train platform, never knowing a life less ordinary.
Kill Your Slave Master
Know Your Worth
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.
Hip Hop made me do it...
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.
Scotty Diamond, Creator