Frank151 x Diamond Supply Co.‏

Frank151 x Diamond Supply Co.‏

YCMC had the pleasure of attending a private event at Barnes & Nobles in Union Square (NYC) alongside iconic media company Frank151, Nick Diamond, hip-hop artist Currensy and the good folks of Diamond Supply Co. The event was a celebratory 15-year anniversary of FRANK151 and their limited edition collaboration with West Coast streetwear giant Diamond Supply Co. The printed hundred plus page publication focuses on the early days of the Diamond Supply Co. brand and it's growth throughout the skate community over the years. Brand founder Nick Diamond discussed an array of different topics from creating skate hardware and transitioning the brand into an accessories and apparel company over the last decade. He advised a young intrigued audience on how to successfully start a brand, development of a brand identity along with marketing and advertising procedures. This intimate event was a great experience for all who were in attendance. Tons of kids lined up to meet Nick Diamond and receive his John Hancock on a copy of the Frank 151 Chapter 53 issue.
Nigel Sylvester Demonstrates Casio G-Shock Bluetooth Smart Technology‏

Nigel Sylvester Demonstrates Casio G-Shock Bluetooth Smart Technology‏

Pro BMX rider Nigel Sylvester and G-Shock take a ride through one the premiere skate parks in New York, as he demonstrates the new Bluetooth Smart Technology incorporated watch. Sporting the 2nd generation of G-Shock’s Bluetooth models, the watch allows message and call notifications as well as volume control and track selection for his music throughout the video. Take a look at the new edge of apparel technology. [youtube id="5Wo21P5mDeg" width="620" height="360"]  
KAWS @ Pennsylvania Academy of Fine Arts

KAWS @ Pennsylvania Academy of Fine Arts

Continuing to show love to the City of Brotherly Love, Brian Donnelly, better known as KAWS, put on an exhibition at the Pennsylvania Academy of Fine Arts (PAFA).  The exhibit showcases over 60 pieces (40 original), suggesting that KAWS is doing much more than just "passing through" like he did earlier this year when he installed a 16-foot sculpture of his infamous Companion character. Starting off as a graffiti artist creating art on the streets of New York, to showcasing in a museum alongside classic works, KAWS has gone from pop art to straddling the lines of fine art.  His art provides a great juxtaposition between modern art and antics art, with contrasting colors and techniques.  The color palette KAWS uses are very vibrant and stand out; his lines are precise.   Below are some photos of the show and a video provided by Living Proof magazine. If you can see the showcase for  yourself I definitely recommend that you do, it's the best way to truly appreciate the art and get a feel for the life in the colors: [vimeo id="76403140" width="620" height="360"]
Purple Tape Review: Pusha T - "My Name Is My Name"

Purple Tape Review: Pusha T - "My Name Is My Name"

My faith in the overused phrase “highly anticipated” has been restored. You gotta understand as a DJ I get tons of emails from artists and their management telling me that they’ve just sent the next “club banger” from their artists “highly anticipated” DEBUT album? *delete, delete, delete* Did you anticipate that? ...I digress.     My Name Is My Name is every damn thing it is supposed to be, Beats Rhymes and Cocaina. However, Pusha is in cruise control on the album. Unfortunately his features and collabs have created a somewhat unrealistic expectation for what his album was going to represent lyrically. On first listen it sounds like he’s dialed it back a notch. By the time I got through my 4th listen it started to sound more like what you’d expect from G.O.O.D. music. Sean’s album, great. Chainz album, great. Kanye’s album… … ...aight lets skip that one. Pusha’s album is great but not quite enough. And maybe I’m asking for too much, but there arent to many New God Flow verses on this project. It starts off quite strong with King Push and Numbers On The Boards and the then we have Sweet Serenade feat. Chris Brown which sonically gives the project some interesting depth second only to 40 Acres feat. The Dream. I can listen to No Regrets feat Jeezy and Kevin Cossom on repeat for hours. The same goes for Pain feat. Future and lets not forget the blog favorite Nosetalgia feat Kendrick Lamar.   Now lets talk about the track I could certainly do without, Let Me Love You feat Kelly Rowland. Man listen, I’m not sure what the whole channeling Mason Betha move is about… or wait IS that an uncredited Mase appearance. Look, I dunno and it’s not my job to decipher that as a listener. On top of all of that the beat is lazy as hell. Now if they coulda transferred some energy from the the scattered production of Who I Am feat 2 Chainz and Big Sean maybe both tracks would have balanced out? Now I posted a meme on Instagram last week basically saying that if you do a collab with Rick Ross it kinda tugs at your street cred. That post was inspired by Hold On feat Will Roberts… yea prettymuch. I mean who goes to war over a name that doesn't even belong to you. Again I’m digressing… So Pusha starts the song off with... “I sold more dope than I sold records You niggas sold records, never sold dope So i ain’t hearing none of that street shit Cause in my mind, you mothafuckas sold soap” Soooooooo. Anybody? No? I mean, if ya’ll are cool then I guess I’m cool with it. #Bawse... So overall I do like this album but I feel like he’s holding back and gave us a Clipse quality mixtape. And as we all remember those were some dope mixtapes. I’m hoping he’ll get it right the second time around. Oh yea the song with Kelly Roland is not good. I just wanted to mention that again.     4 out of 6
Wheel Talk + SPL Pictures‏

Wheel Talk + SPL Pictures‏

SPL Pictures teamed up with Matt Reyes and the Wheel Talk Fixed crew in San Francisco to shoot them as they shredded the city at some of their favorite ride spots. The shoot took place over the course of 2days with some of the most talented riders in the sports with Matt Reyes leading the way along with his teammates Anthony Combs, Devon Lawson and Mike Schmitt. Take a look at this amazing video with some of the top riders in the country as they execute a series of difficult tricks and techniques. [vimeo id="75746197" width="620" height="360"]
Part One: YCMC Goes Behind the Scenes at New Balance

Part One: YCMC Goes Behind the Scenes at New Balance

We went to Boston to visit the headquarters of some of the top sneaker brands and to also get an exclusive look behind the curtain. Giving us insight on the day-to-day operations of a major footwear corporation, Reebok, Timberland, and New Balance opened their doors, welcoming us into their facilities and showing us the blueprint behind these global companies.  We had the pleasure of meeting some of the top Execs at each company as they broke down the structure of the market and how partnering with YCMC worked.  This is a 3 part mini-video series documenting our trip.  Our first stop, New Balance. At New Balance we were given a tour showing us all of the history behind the company.  Walking through the offices was like walking down a timeline for the brand; including, old pictures of past employees and innovators, as well as a history of New Balance sneakers could be seen throughout the building. There were inspirational quotes on the walls  to remind everyone of the goals New Balance is striving for. One quote from CEO Anne Davis  read: "There is no future at New Balance if we do not realize how much we need others to achieve our goals: the goals we set for New Balance, the goals we set for ourselves, the goals we set for our families." We got the chance to meet with Kelly Gray who works in the marketing department at New Balance for the Boston area.  She spoke on the importance of staying authentic to the brand name, creating products and campaigns that represented the brand in a consistent way that matched the brands identity. We also got to meet with one of the top designers at New Balance, Victor Torro, who told us about drawing inspiration from old war propaganda posters for the 999 Propaganda shoe. [youtube id="F8dicgkXT1k" width="620" height="360"]
Reebok "Game Recognize Game" Basketball Campaign

Reebok "Game Recognize Game" Basketball Campaign

Today, Reebok gives a glimpse behind the scenes at its highly anticipated new performance basketball campaign – Game Recognize Game. Featuring Reebok athletes Isaiah Thomas (Sacramento Kings) and Jason Terry (Brooklyn Nets), the campaign marks top draft pick, Nerlens Noel’s debut with the brand. A true trendsetter both on and off the court, Noel’s throwback look draws comparisons to some of basketball’s greatest.  Noel (Philadelphia 76ers) brings his young energy and trademark style to Reebok Basketball where he will be among the first to debut Reebok’s heritage inspired performance basketball collection – Q96 and The Pumpspective. [youtube id="kanf-W7Zrgo" width="620" height="360"]
ICECREAM 2013 Fall/Winter Video Lookbook‏

ICECREAM 2013 Fall/Winter Video Lookbook‏

ICECREAM took Japan with their elite skate team with skaters from Brooklyn and Chicago. ICECREAM skaters Andre Beverley and Emmet Duffy lead the pack as they head into Tokyo for the first time to shoot what would be an epic Fall' 13 Lookbook . Check out the complete Lookbook and video below.   [youtube id="k8Kx8rTxDGo" width="620" height="360"]              
Standard & Grind Fall13 Lookbook

Standard & Grind Fall13 Lookbook

Street-wear label Standard & Grind delivers their 2013 Fall/Winter Collection. The collection transitions from summer short sleeves to a strong delivery of camo prints, logo tee's, coach jackets, down jackets and crew-necks. Many of the garments feature the brands classic "S&G" logo throughout. The collection is focused on creative knits, camo and woven prints that give a refreshing feel to the street-wear market.