‘Once I hit 30, I can’t wear jeans showing my underpants underneath’

URBAN fashion is going mainstream this autumn to attract men who have been put off in the past by extreme looks, one of Britain’s specialist online retailers reported today.

The new trend shows that hip hop clothing is evolving along with the generation that grew up with it, said urban clothing expert Robby Sur, managing director of www.yukka.co.uk.

“The top brands that have survived in this market is recent years are now beginning to broaden their appeal not only to include men who previously believed the look too radical for them but also those whose tastes are moderating as they grower older.”

In a move specifically aimed at men over 30, a dressier look is the key development, with the new-look clothing set to be available for the first time in a few weeks.

Robby Sur’s www.yukka.co.uk business is one of a small number of British stockists for the new RocaWear ‘custom fit’ line that is aimed at this more mainstream audience.

The slimmed down version of the baggier styles associated with hip hop clothing – perfect for Britain’s taste for a more fitted appearance – comes from Jay-Z, owner of RocaWear, one of the world’s largest urban brands, with a promotional spend of more than £1 million.

The new lines minimise the big logos of the past and include sporty striped polo shirts, jackets and a number of jeans styles.

Robby Sur observed: “It’s excellent for this maturing market. As rapper Jay-Z – Shawn Carter - says himself, ‘once I hit 30, I can’t wear jeans showing my underpants underneath’.”

A major factor in broadening the attraction is that American hip hop manufacturers have worked with European distributors to adjust their sizes to meet the more fitted look sought in Britain which contrast with the baggy appearance more commonly associated with urban fashion.

Yukka Limited is also diversifying their businesses.

www.footwearfreaks.com leans towards limited edition and exclusive footwear for both men and women, not usually available on the high street from brands such as Akademiks, Phat Farm, Baby Phat, JB Classics, Ed Hardy and Run Athletics.

www.handbagscoop.com focuses on the latest designer urban fashion in women’s accessories, featuring handbags, purses, and wallets from RocaWear and Baby Phat.

ENDS 355 words

For further information, please contact:
Robby Sur, managing director, of Yukka.co.uk, on 0208 491 6351 or 07984 148677. Fax 0870 762 6095 Email: robbysur@yukka.co.uk. Web: www.yukka.co.uk / www.footwearfreaks.com / www.handbagscoop.com

13 September 2006