YUMS Sneakers Made Famous By Soulja Boy Are Back

A marker of streetwear style during the early 2000s, YUMS, an acronym for "You Understand My Style," were made famous by Soulja Boy through a multi-year deal that saw the viral rapper design an exclusive range of footwear and clothing with the brand. Fading away with changing tastes, YUMS is now back in an array of bold colorways.

Maintaining the iconic look of the 2000s classic brand, the "Sweet Series" was designed by celebrated graffiti artist and Chief Creative Officer, Tex Moton. The "Cupcake," "Sugar," "Rainbow Sherbet" and "Mixed Berry Tart" colorways express tonal and multi-color designs that come in unisex sizing and accompanied by matching headwear. The sneakers are crafted of rich leather and suede with playful design obscured by a transparent rubber outsole segment.

Priced at $100 and $125 USD, the "Sweet Series" is available now on YUMS' website.