London-based brand YMC (You Must Create) and Lexington, Massachusetts-based Sperry have come together for a fall ’15 collection featuring elements signature to both brands.
Sperry says YMC has brought its “contemporary touches” to Sperry’s chukka style, available in black, brown, and white suede. The shoes are inspired by Sperry’s classic CVO sneaker but updated with new materials.
YMC, which was founded in 1995, “creates modern, functional clothing which eschew trends in favor of understated, wearable style.” The brand—founded by Fraser Moss and Jimmy Collins—has two London stores and an ecommerce site that offers both clothing and apparel.
The collaboration seems to be just one part of a multifaceted attempt at rebranding by Sperry. In February, new president Rick Blackshaw decided to nix the Top-Sider part of Sperry Top Sider’s brand name. It is now known solely as Sperry. Earlier this summer, Sperry collaborated with apparel boutique Extra Butter on the Caddypack Collection, playing off the 1980 comedy film “Caddyshack.” The shoes are inspired by ‘80s old school country club style.
The Sperry x YMC collection is available on Sperry’s website and retails for $100.