Yoko Devereaux and Just Another Rich Kid Living in the Ghetto could rest on their genius names alone, but the two labels are also designing men’s clothes for no special occasion. Built on the concept that fashion is simply clothing, fabled designer Yoko Devereaux targets men that already view their lives as fantastic. No aspirational brand mission for Devereaux, the clothes come with many little surprises: shirts with easy ruching and light asymmetry and hand-worked jeans spelling out secret messages. Just Another Kid Living in the Ghetto takes rich kid indicators such as argyle, Angelyne, and certain catch phrases (e.g. “I fucked Chloe Sevigny”) and slaps them onto button-downs, t-shirts, and rugbies. Sharing a devilish sense of humor, the two brands also find their origin in the electroclash roots of Williamsburg, Brooklyn.

Photo: Troy Pierce, Yoko Devereaux Spring 2003