With Yossi Homme and Scarce, Yossi Shetrit Brings His Rebellious Spirit to Streetwear
Designer Yossi Shetrit has slowly been establishing himself in the men’s and streetwear markets thanks to his many projects including his fashion label, Yossi Homme, his streetwear mystery box service, Scarce, and his work with Lower East Side specialty retailer Essx.
Of his many projects, Yossi Homme is the most personal, as the namesake fashion label has been in the works virtually since Shetrit decided he wanted to become a fashion designer at a young age.
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“I decided that it’s time for me to build a brand with my own name,” the designer said about launching the label more than a year ago. “Throughout my career I was running away from that with different names just because I thought my aesthetic wasn’t fully there or I didn’t necessarily have anything that I wanted to say at that time — I was just figuring out how to make product. Now that I’ve attached my name to it, it really is a reflection of who I am, my upbringing, the things that I like, the things that I want to wear, the things that I want to see and it’s just a haven for me to create.”
Shetrit explained his design aesthetic comes with a rebellious spirit. He’s homed in on his design codes of fusing juxtaposing elements and references, like punk, hip-hop and streetwear. His collections are anchored by a “notion of reconstruction,” he explained, with one of his signature styles being distressed denim that he creates with a factory in Japan.
The designer is now releasing his fall 2024 collection, titled “Coming of Age,” which was inspired by his love of the film genre. The collection continues the codes Shetrit has anchored his line on: distressed denim, graphic T-shirts and soft leather tailoring.
Standout styles from the collection include black straight-leg Japanese denim jeans, a bomber jacket with bondage detailing and a soft tailored leather jacket.
“The things that I make always have to have a sense of emotion — a level of touching youth culture,” he explained. “There is a level of this rebellious spirit that comes with my creations, but also a sense of refinement.”
Given the level of detail in his collections, Yossi Homme is available made-to-order through Shetrit’s website. Pieces from the fall 2024 collection will also be available to shop at Essx.
While Shetrit was ideating Yossi Homme, the designer teamed with Essx cofounder Abe Pines to create Scarce during the COVID-19 pandemic. Scarce partners with high-fashion and streetwear labels like Off-White, Balenciaga, Amiri, Palm Angels and others.
Scarce works by offering customers a mystery box at a set price with apparel and accessories from various brands. Shetrit explained the model helps brands clear out their excess inventory while not diluting their equity with markdown prices. It also gives customers a more affordable option to shop from luxury labels. Essx also embarked on a partnership with Scarce when it opened last year.
For the future of Yossi Homme, Shetrit plans to continue building community through the brand, all while exploring his other interests.
“For me it’s building the brand in a very organic way that makes me very excited about it and building things that will grow the brand in the next six months, but also in the next 10 years,” Shetrit said. “And to just continue to build the brand’s voice and then also being a platform where I can collaborate with other artists, like on the music side or the art side, and just really making cool stuff and just keep growing it.”
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