For their debut New York Fashion Week Presentation American menswear brand YONY took over Town Tennis, a members-only tennis club nestled in the heart of Manhattan. Playing into a signature tennis motif, and key inspiration for the ready-to-wear line, YONY showed a combination of sportswear and performance wear pieces.
Models took to the court sporting contrast stripe sets, basket weave separates, Supima cotton chinos, and canvas workman shirts. Summer knits punctuated the collection in sunny yellows with sporty but classic tennis sweaters and cardigans. Original details including hand-painted tennis scenes and a contrast stitched portrait of designer Johnny Schwartz’ father “holding court” keep the designs deeply personal.
“I started YONY with a creative foundation rooted in the styling of the era that my dad grew up in – 1950s Brooklyn. As with every season, it must reference ideas and thoughts close to my heart. Beginning with Spring/Summer 2021, I introduced the “YONY Racquet Club” motif. The “club” that I am building will emulate the Saturdays I spent watching my dad and his buddies play tennis, drink coke and shoot the shit. This season, Spring/Summer 2024, strengthens the relationship the brand has to tennis, why the sport should be cooler than it is, and finally, the authentic connection I personally have with the game. Today the sport is tossed around as a visual aid for brands to acknowledge and abandon. I want to share my love for tennis by creating products and telling a genuine story that enhances the sport and the fashion associated with it,” says Schwartz, YONY founder.
Choreographed throughout the presentation, and also dressed in Spring/Summer 2024 were tennis athletes putting on mini matches for guests to watch, US Open style, while sipping the Honey Deuce and iced teas under a stunning end-of-summer sun.
YONY exists to shift menswear to a more sophisticated look while creating the most transparent and ethical supply chain possible. The clothing represents a refined take on Americana that is inspired by the 50s and modernizes a look that is long lost. Whenever possible, YONY’s fabrics are sustainable and produced in the United States from start to finish.
The brand works closely with their vendors for materials sourced abroad to ensure that their fabrics are made in their country of origin from A to Z.