New York City-based label Yours Truly has released another collection of cute, Barbie-ish streetwear for ladies that's full of colourful playful logos and staple shapes.
The label's mantra is as such: "Designed for this wacked and obsessed generation influenced by everything that encompasses it. Inspired by a diverse range of cultures and styles, the brand challenges what is conventional, exudes attitude, and breaks tradition. Yours Truly is for the positive, lucky, sassy, style-confident type; socialites, risk takers, karma believers, and neck breakers..."
What that translates into for this fall 2010 collection is a bunch of crewneck tee-shirts with slogans and logos that have a retro flavour, lots of brights... Unlike the brands it's oftentimes compared with (Hellz Bellz and MOB, for instance) Yours Truly seems a lot younger – it's not taken the more sophisticated turn that the aforementioned have recently. There's a kind of borderline juvenile tinge; candy colours and simple designs. Which is not necessarily a bad thing. It's up to you.
More at yourstrulybrand.com