About

Welcome to the new school.

Young Hot Rich is a skate and street label for a new generation of kids from the nice side of town. They came up with pools in the yard and a deck under the bed.

The look comes from the 90s, from the Venice Beach boardwalk to downtown New York. Soft tees, heavy hoodies, a low dad cap, a maple deck under one arm.

The old guard had golf memberships and pressed khakis. The new school has the same zip code and a different idea of fun.

Two marks carry the label: the script and the Y in laurel, in black, white and light blue.

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