BRAND BOOK
YOU UNDERSTAND MY STYLE?
START UNDERSTANDING YUMS was founded in 2007 by Dallas street artist Howard “Tex� Moton. His unique style and passion for art created a brand that celebrates the love of life and good times. Utilizing bold colors and patterns, Tex creates fearless fashion concepts.
NOT JUST ANOTHER FACE IN THE CROWD The face represents the pursuit of happiness through individualism with a hint of mischief.
VIBRANT COLORS Through market research and fashion color forecasting, we assemble a color palette that intensifies the YUMS signature look.
Our headwear and apparel hookups launch seasonally, keeping the line fresh and connected to current fashion trends, while maintaining core styles and colorways.
SEASONAL RELEASES
NO DETAIL TOO SMALL Our intense quality standards led us to partner with world class manufacturers. From New Era headwear to exceptional apparel, our uncompromising commitment to quality is evident in every stitch.
CROWN YOURSELF
We take a commanding lead in the headwear game with exceptional designs, trendsetting innovation and unparalleled quality. Our partnership with New Era and a seasonal release schedule doesn’t just mean we are ahead of the curve, it means we cut the path for others to follow.
CUT & SEW
Each garment begins from a custom pattern, hand selected materials and an in-depth process designed for style and comfort.
ACCESSORIES
Our growing accessories category blends our standards for fun, functionality and quality.
OUR DEMOGRAPHIC‌ Our core customers are male, age 13-24, and an emerging female market in the same age group. YUMS appeals to an international customer that actively seeks our brand in U.S. retailers and at home.
Our fans are loyal, repeat customers who typically purchase multiple YUMS products across several categories, season after season.
…HOW WE REACH THEM We like to keep the YUMS face in the limelight – we’re worn by musicians, celebrities and athletes that match the same bold, larger-than-life qualities as our products.
YUMS’ philosophy to stay connected puts us face-to-face with fans. Our in-store promotional events, such as the YUMS Tagged Tour™ involving celebrities and professional athletes, enable us to personalize a customer’s brand experience.
Social media interaction and targeted traditional media help us understand our fan’s style. Product placement in television, movies and music videos allow us to reach potential customers and links our brand to personalities and lifestyles that appeal to our core demographic.
YOU UNDERSTAND MY STYLE.
YUMSLIFE.COM