Pictures: Adi Wilson
Following the success of his first York Yard pop-up store in Canal Walk this past July, which saw hundreds of daily visitors and sold out ranges, Jimmy Nevis is set to launch his second pop-up experience at the V&A Waterfront from 2 to 16 September 2017.
An avid supporter of local fashion, Jimmy Nevis is regularly seen at red carpet events and performances proudly wearing nothing but South African designer wear. Now sporting his own fashion label, the singer, songwriter and entrepreneur aims to not only share his own designs with the public but to also continue supporting local designers who will in-turn collaborate with him on seasonal capsule collections.
“It is such a privilege for me to be able to open up a second York Yard pop-up store,” says Nevis. “The journey has been an incredible and challenging one thus far, but I’m so looking forward to working with established as well as younger designers.”
Beautiful, mystical and incredible
This York Yard pop-up store will be open from 9am to 9pm at Shop 6256B, Upper Level, Victoria Wharf, V&A Waterfront from Saturday, 2 to 16 September 2017.
“York Yard is all about being comfortable in what you’re wearing; think pret-a-porter sports luxe dripping with South African influences,” says Nevis of his debut collection. “I want York Yard to symbolise all that is beautiful, mystical and incredible about South Africa, and to also instil nothing but a sense of patriotism in all who wear the garments.” The York Yard range will also include a plus size men’s and women’s collection.
What is York Yard?
York Yard is a South African commercial clothing brand built around collaboration, youth and storytelling. York Yard uses fashion and design to showcase young South African designers, their work and the power of collaboration. York Yard presents as a creative means to help consumers realise the talent and potential that exists in South Africa. Although it is marketed at the new generation of young, edgy consumers, the core message of the brand is to celebrate South African heritage and the future of South African design.
“The name York Yard was inspired by the dreams and imaginary landscapes create as children in our homes, specifically outside in our backyards. The innocence that comes with being a child allows us to be ignorant to the harsh realities, limitations and adversities that come with being an adult. When we are young, we are brave,” says Jimmy.
He recalls the countless hours he spent in his backyard, a space which allowed him to freely express what he now regards as his calling in life. During those years, his backyard became ‘Madison Square Garden’ as he would sing daily for his family and neighbours.
“York Yard is about recognising that our dreams can become our reality. It’s about knowing where you are from and believing in where you are going,” adds Nevis.
Where to from here for Nevis? “The next step would be to collaborate with new designers each season, create more pop-up store activations as well as delve into ecommerce; very exciting times ahead,” adds Nevis. York Yard will be launching an online store this Spring.
What: York Yard
Where and when: Open from 9am to 9pm from 2 to 16 September 2017 at Shop 6256B, Upper Level, Victoria Wharf, V&A Waterfront
WS
