Yolomen Clothing isn’t as cringe-worthy as it sounds. Put from your mind the images of energy drink snapbacks, triple-popped collars, and liberally sagged pants that have become synonymous with #yolo. Yolomen are more Sergeant Pepper than Drizzy Drake.
It began with a couple of middle-aged blokes on holiday. Once every six months, this collection of “husbands with nine-to-five jobs, 2.2 children and crippling mortgages” travel up to the Gold Coast, looking to blow off some steam.
Those days of surf and booze were always destined to become tradition. Affectionately dubbed ‘mental health weekend,’ the biannual binge was a chance to kick back, and to take a break from the responsibilities of adulthood. As one of the gents involved, Luke, told me, “Although we all come back feeling physically wrecked, we all find it surprisingly cathartic and mentally refreshing.”
It was on one of these trips that Yolomen was conceived. During each sojourn, Luke wears the same jacket. A “ridiculously gaudy” thing that he had tailored on a similar trip to Vietnam, it’s always attracted attention. Each night, blokes a-plenty asked Luke where he’d picked it up, and where they could get their hands on a jacket like it. After one particularly late night of interrogatives, as well as “a few beers, a few more beers, then a few ‘I love you, mate’ beers,” the group decided that there was a market out there for tacky-chic jackets, and they’d be the ones to fill it. “Surprisingly,” Luke says, “we stuck to it after the hangover cleared.”
Now, Yolomen sell jackets that would make Craig Sager blush. Their dazzlingly kitsch prints have names like Grandma’s Curtains and Mangy Cat. They’re smart, and totally, brilliantly absurd. That’s the ethos; you only live once, so you might as well not wear grey.
Shipping is free, custom tailoring is free, and - being the product of a ‘mental health weekend’ - Yolomen have committed a percentage of their profits to supporting Australia’s psychological wellbeing through beyondblue.
For anyone looking to jazz up their wardrobe, Yolomen is well worth a squiz. #yolo
By Jake Ausburn