The September Issue


The queen of statements is at it again. Beyoncé Knowles Carter is taking over American Vogue, and it is in a much bigger way than just gracing the cover as she's done so in the past. This time she has "unprecedented control", as reported by Huffington Post and is pushing boundaries in more ways than one. 

Never in the history of Vogue has a cover star had a say over concept, script, or team. But, this year, this month, Beyoncé is set to hire first black photographer to shoot the Vogue's September issue cover story. This is a huge stride for fashion! Did we mention that Tyler Mitchell is only 23 years old! There is no doubt that this is a historical point for Vogue and fashion. 


The September issue is the biggest, most pursued, and THE biggest issue of the year. Stay tuned for photos of the cover and our take but for now enjoy getting to know Tyler Mitchell's photography below. 


Romeo Hunte releases Spring '19 collection

on July 11th, Designer Romeo Hunte gave the world an opportunity to preview his first Men’s Ready- to- Wear collection. The Show took place at PHD, Dream Downtown Hotel, locate in Chelsea. The Spring 2019 collection was inspired by the Brooklyn streetwear, and luxe streetwear meets swim. The details of the garments are made for everyday wear while allowing flexibility for fun and bold.  

Romeo Hunte shows off a contemporary take on street style while staying true to his functional cut and sew Nature. Check out the images below courtesy of Romeo Hunte.


Sole searching with CountRackula


Photography: @ChrisCruzin  Producer: @Thuglif3  Styled by @Countrackula  wearing 20f4s7 & Negative by Norey

Photography: @ChrisCruzin

Producer: @Thuglif3

Styled by @Countrackula

wearing 20f4s7 & Negative by Norey

Photography: @ChrisCruzin  Producer: @Thuglif3  Styled by @Countrackula  wearing Bathing Ape

Photography: @ChrisCruzin

Producer: @Thuglif3

Styled by @Countrackula

wearing Bathing Ape

Photography: @ChrisCruzin  Producer: @Thuglif3  Styled by @Countrackula

Photography: @ChrisCruzin

Producer: @Thuglif3

Styled by @Countrackula

Photography: @ChrisCruzin  Producer: @Thuglif3  Styled by @Countrackula

Photography: @ChrisCruzin

Producer: @Thuglif3

Styled by @Countrackula

Photography: @ChrisCruzin  Producer: @Thuglif3  Styled by @Countrackula  wearing Negative by Norey

Photography: @ChrisCruzin

Producer: @Thuglif3

Styled by @Countrackula

wearing Negative by Norey

Style is a way of life. Sneakers are a way of life. As I ride the subway each day my eyes are drawn to the colorful, dirty, intricate, new, and diverse row of shoes directly in front of me. I often wonder how those shoes met their match. Was it a choice of comfort or a fashion statement? Regardless of the reason, we all wear something to cover our soles, and we need them to continue our daily journey.

Each shoe collector has a story, and just like their shoe style choice it often strays from the norm.  Different.

Recently, we had the opportunity to discuss the business behind buying and reselling limited edition shoes with Countrackula and the importance of individuality in today's world.
  "I am a self-made fashion icon." - @Countrackula

From a young age, Countrackula has dedicated his free time to entrepreneurship in the world of hypebeast. From lining up at his local shoe store to now downloading the apps that have all shoe collectors readily waiting to click reserve. Read our interview with Countrackula: 

SOYYO:  What barrio is your favorite barrio?

Countrackula:  Queens. 

S:  When did you realize fashion was your thing?

C:  Ever since i started dressing myself.. I’ve always kinda put myself in “crazy” outfits that get attention, good and bad but I love it all.

S:  Who are your favorite designers?

C:  There’s so many greats to choose from.. I like too many things to pick and choose so I’ll say, I don’t have favorites. Favoritism is weird. I just like what I like.

S:  When you get dressed to start your day what comes to mind when picking your outfit?

C:  What color do I wanna wear today? What’s the weather like?

S:  Describe your closet in 1-5 words.

C:  Crazy. Rare. Excessive. Expensive. Fire.

S:  What do you do with your clothes when you outgrow them? Does each outfit have an expiration date?

C:  I sell it. All of my pieces are either very limited or very sought after, so when I’m done with them, I’ll either make some of my money back or a profit. No outfit has an expiration date.

S:  What are you most excited for when the weather is warm:

C:  Definitely excited for all the fits everyone else is gonna bring out. Gives me some competition, sometimes.

S:  Do you consider shoes as a form of art?

C:  Definitely, shoes are what puts most outfits together. The clothing is usually bought to match a pair of shoes. Shoes are probably the biggest thing artists and brands work on when it comes to collaborations. You can literally put anything on a shoe and people will love it.

S:  Do you consider yourself a collector?

C:  I am definitely a big collector. I went through most of my life keeping almost every pair of shoes I bought deadstock just because I like looking at them and saying “got them” every time someone mentioned a pair of shoes they liked or wanted, lol.

S:  What motivates you to make a purchase?

C:  When it’s for my personal collection/wear, usually whatever I like. It’s usually something that pops. When it’s to make a buck, it’s all about what the people want.

S:  Why Count Rackula?

C:  I.Count.Racks.

S:  What was the most memorable thing about growing up in Queens?

C:  Flushing meadow park is probably the most Queens park you can be in, haha.

Everything goes down there.. endless baseball and soccer games. The beautiful women you find. The fights. The globe with the sprinklers. The zoo, not just the animals. You’ll find every ethnicity in that park & they’re all locals. That’s definitely one of the most memorable things about growing up in Queens.

S:  Do you have a daily routine you follow to get your day going?

C:  I like to play some music and lay there for a while bumping before I get up off my bed. Go wash my face, brush my teeth and shower. Then i figure out what I’m gonna wear and go cause reactions from my choice in outfit for the day, while I figure out how to make the next buck.

and there you have it. A man with a hustle in fashion, making the best out of the city that raised and bred him. Stay tuned for next weeks behind the scenes of making the shoot with Christopher Cruz, 20f4s7, Reflection Dynamiks, Negative by Norey, and the self styled shoot by, Countrackula.




Shop Responsibly


“GOOD JOB, BABE” - Read the subject line of an email I received from eco-friendly clothing brand, Reformation

Inside, the California based company sent me a break down of how much water, carbon dioxide, and waste I cut back on last year just by shopping at their online store.

By purchasing a pair of wide-leg striped trousers and low cut silk top, during their end of the year sale, I saved the planet 1,515 gallons of water, 32 lbs. in carbon dioxide emissions and 2.2 pounds of fabric from entering a landfill.  

Prior to this, I hadn't realized that Reformation made sustainable fashion. I assumed they were just like every other trendy niche brand that rose to popularity by their celebrity clientele and cult following on Instagram. But after investigating their website further, I stumbled onto the company’s slogan, "Being naked is the #1 most sustainable option. We're #2."


This business model makes sense. Humans across the planet tossed about 14 million tons of clothing in 2016, 2x as much compared to 1996, because of Fast Fashion. And with the rise in popularity of consignment shops and direct to consumer brands, shoppers are opting out of spending their money on major retailers. They care where their clothes are produced, employee working conditions and its impact on the environment. Stores Study NY and Coclico follow a similar approach. Both agree that transparency is key: If people know the facts about your clothes, they’ll make ethical choices.  

The Brooklyn boutique, Coclico, outsources their shoes from a small mom and pop factory in Mallorca, Spain that takes pride in using recycled and renewable materials; cork and natural woods. Study NY uses only organic cotton, raw silk, linen as fabric and when all else fails they repurpose materials from previous collections.  And the Reformation does everything from selling vintage clothing to using viscose, a renewable plant material fiber. Sustainable fashion companies are also focused on the longevity of the items they make or “Slow Fashion.” While green fashion can put a dent in your wallet, over time it does save shoppers money to purchase fewer pieces that can last for years.

Plus, these brands don’t produce frumpy, granola items like they did when sustainability first came on the scene in the late 80’s to early 90’s. All three create cute, flirty pieces and are the answer to world’s environmental crisis.

Seriously, how can you hate that?


Kitsuné bring music, fashion and sports together on All Star weekend!

Kitsuné x NBA

Kitsuné x NBA

Kitsuné is a French record label, and fashion house founded in 2002. The brand name derives from the Japanese word, "fox". Last night, the Los Angeles Ace Hotel hosted influencers, celebrities, and local talent to introduce the NBA x Kitsune collaboration. The upcoming collection includes ready to wear garments and a music compilation featuring North American musicians and producers. The night was full of fashion-forward, music embracing individuals taking in the beautiful California night. 

After traveling for 8 hours, taking a quick power nap, and feeding my body - a friend and I made our way to see what the hype on this Kitsuné collection was about. Turns out there is a strong Los Angeles based community who embraces the brand culture for its music, fashion, and sports! Kitsuné cleverly released the collection February 17th, as the All-Stars weekend takes over LA. The launch event showcased artists such as Jahsh Banks who brought life to the night as partygoers sipped casually on their beverages while overlooking the LA skyline.

Take a look at the Kitsuné collection here, for now, enjoy this teaser!

FACTO the matter is it's #NYFW!

Wednesday was the first day of New York Fashion Week, and everyone is strutting around New York City with their finest designer pieces. The fashion gods are among us and it is only fair that we cover it! 

Don't miss out on LIVE coverage tonight for the  FACTO  collection preview by following us on on instagram at @soyymag!

Don't miss out on LIVE coverage tonight for the FACTO collection preview by following us on on instagram at @soyymag!

Step into Fenty with your best sole sweaters!

On Wednesday, our fierce puma - Rihanna dropped socks just in time to tell your boo what to give you on Valentine's day! Check out the collection at Stance. The socks are made for both male and female, but of course, there are many more female options. The femme options include your far from basic thigh highs to crystal embedded socks to show off your best sole. 

If Bad Gal Riri keeps pushing all this fine fashion at us, I think she may very well be the next female billionaire - no doubt on my mind! She is reigning the music, and now fashion game. What will she do next?