Street Beat: YEA.NICE

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Oct 14, 2010

Photo: YEA.NICE
YEA.NICE co-founders Josh Sherman and JJ ThomasThe brainchild of pro snowboarders JJ Thomas and Josh Sherman, YEA.NICE is a design-driven brand dedicated to music, art and most of all, action sports. Fall 2010 marks the first YEA.NICE line of clothing and it consists of gear JJ & Josh would wear, so they know you'll like it too. Limited edition flannels, crisp t's...the first line isn't just YEA.NICE, it's more like YEA.SICK.

JJ & Josh are inspired by like-minded individuals, and hearing their story was pretty inspiring itself. Blast off...Street Beat: YEA.NICE departing now...enjoy!

- Danny Spyra

Photo: YEA.NICE
The DJ Grey hat by YEA.NICE

BNQT - FIRST OFF, WHAT IS THE YEA.NICE STORY? HOW DID TWO PRO SNOWBOARDERS DECIDE TO CREATE THEIR OWN BRAND?

Josh - It's funny because the idea of starting a brand with JJ started over 3 years ago! JJ and I were talking about names and products and at the end of the day weren't stoked on anything we'd come up with...but that got our heads in the right direction. A couple years later JJ and I were in New Zealand and we still were toying with the idea of starting a company but we had nothing in concrete, so I left NZ while JJ stayed there to keep riding. I think a day or two later I came up with the name YEA.NICE "It's a brand" and sent it to JJ which apparently stayed on his desktop and a month later JJ got home from NZ and hit me up like "That's it kid...YEA.NICE!" and the company was birthed. I made a couple stickers and within a couple weeks of the stickers Zack Black podiums at the first Grand Prix (Olympic qualifiers) next to Shaun White and Louie Vito with huge YEA.NICE sticker on the nose of his board and that set the pace.

Photo: YEA.NICE
The boys have the ladies covered too...niiice

BNQT - FALL 2010 MARKS YOUR FIRST LINE OF CLOTHES. GIVE US A QUICK RUNDOWN OF IT.

Josh - Our first line has 3 guys and 1 girls tee shirts, a fold over beanie, 3 hats, and limited edition flannels and wovens. Our tees have great fits, and the fabric is really light and thin cotton. The fits on the flannels and wovens are custom slim fits with only 60 of each made in the world.We wanted to create a couple pieces of clothing that you know is original. Having 60 made of each and doing custom fits for them was crazy for us to get done, but at the end of the day you know if you're wearing a YEA.NICE flannel you know only 59 other people in the world have them which is pretty cool.

Photo: YEA.NICE
The South Beach t

BNQT - THE T'S HAVE SOME VIBRANT COLORS AND DESIGNS. I DIG THE SOUTH BEACH SHIRT ESPECIALLY. IS THIS DESIGN LIKE YEA.NICE MEETS MIAMI VICE?

Josh - It definitely is. Besides that tee shirt we have original art on all of our clothing, but the "Miami.Vice" logo just fit so well with YEA.NICE and our vibe we mocked it up and decided we needed it in our line.

Photo: YEA.NICE
Limited edition flannels? Brilliant!

BNQT - THE IDEA OF LIMITED EDITION FLANNELS IS PRETTY UNIQUE. WHY DID YOU SETTLE ON THE NUMBER 60? ALSO, HOW CAN WE FIND THEM?

Josh - Yea man we had to create something original for the consumer. When was the last time you saw a brand make 60 of anything? Do brands care about originality anymore? We decided we had to have an article of clothing we will never make again, and have something that is truly limited. You can find them at Tactics a shop in the Northwest, and on our website on the store page at www.yeanice.com.

Photo: YEA.NICE
Crew member Anthony Hull looks NICE

BNQT - YEA.NICE SUPPORTS ARTISTS, MUSICIANS, ACTORS AND ATHLETES. WHO ARE SOME OF THE PEOPLE IN THE YEA.NICE CREW?

Josh - We have such a diverse crew. We have JJ Thomas (Olympian, X-Games winner), Dirty Disco Kidz (DJ's who just got off tour with Steve Aoki & LMFAO), Anthony Hull (An actor, and he interviews people from Kid Cuddi, Sean Paul, Dwyane Wade, to Kim Kardashian), Scotty McNally (Our surfer out of Hawaii with 2 podiums this year). Go to our crew page and check them out, they are an extremely diverse and talented collective that is YEA.NICE.

Photo: YEA.NICE
Tune in to YEA.NICE TV to catch the latest with the
crew!

BNQT WHAT'S UP WITH YEA.NICE TV? HOW OFTEN WILL YOU BE DROPPING VIDEOS?

Josh - YEA.NICE TV is our way to be able to showcase to everyone what were doing. We've made 10 Y.N TV episodes and we'll have plenty more this year following our entire crew and showing everyone what were up to. We believe in quality over quantity so I can't tell you exactly when we'll be dropping them, but check in to our website and stay tuned for more Y.N episodes!

Photo: YEA.NICE
Smooth woven style

BNQT - FINALLY, WHAT ARE THE PLANS FOR YEA.NICE MOVING FORWARD?

Josh - To continue to create unique, and original clothing. Continue to inspire, and live and breathe the values of our brand everyday. Stay tuned to www.yeanice.com.