The Cheshire Native Redefining Indie Fashion
There’s something electric about the rise of indie fashion, especially in an era when mainstream trends dominate our feeds. Yet, amidst the flood of fast fashion giants, a handful of indie brands are breaking through the noise, capturing the attention of style enthusiasts worldwide. Enter Matt York, a 27-year-old entrepreneur from Cheshire whose brand, YXRK, has sky-rocketed from a local streetwear label to an international phenomenon — all in just a few years. We headed over to catch up with Matt hear the story behind YXRK, its ethos, and what makes it stand out in a world over saturated with trends.
YXRK: More Than Just a Brand
Let's cut straight to it — YXRK isn’t just a cool brand name. Sure, it’s a cheeky play on his surname (York), but it’s the deeper meaning behind it that sets it apart. YXRK stands for “Why Ex’s Are OK” — a bold mantra rooted in acceptance, growth, and resilience. "We all have moments in life that shape who we are," Matt explains. "Starting YXRK was about embracing my journey. It’s not just a brand; it’s a way to inspire people to move forward without letting the past define them." In other words, YXRK isn’t just about fashion — it’s about wearing your journey on your sleeve, literally.
From Sketches to a Global Movement
Flashback to 2019: Matt York, working full-time as a bar manager, spends his late nights sketching designs that fuse minimalist aesthetics with powerful, unfiltered messages. He saw a gap in the market, a lack of streetwear brands that didn’t just focus on appearance but also spoke to people's experiences and future ambitions. YXRK was born to fill that void, marrying modern streetwear with raw, personal storytelling.
Then, the pandemic hit. While most fledgling businesses struggled to stay afloat, Matt’s vision thrived. In early 2020, he launched YXRK with just a handful of designs, and social media did the rest. “Launching during the pandemic was wild, but it also gave me the chance to really connect with people. They weren’t just buying clothes, they were buying into something bigger,” Matt says. And he was right — people wanted more than just another hoodie. They wanted to feel something. YXRK delivered.
Matt didn’t just stop at releasing new designs. He let his customers become part of the process, offering customisable pieces, from tie-dye patterns to specific prints — allowing them to put their personal twist on YXRK's vibe.
Indie Fashion with a Global Reach
Fast forward to now, and YXRK has fans across continents. What started as a side hustle has grown into a global indie label, with customers from the UK to the US, all drawn to Matt’s fearless approach to style and authenticity. "From Cheshire to the world," he grins, "My goal was always to create something real. And now that I’ve built this foundation, I want to grow even more." He’s got his sights set on big dreams, think pop-up stores, collaborations with artists, and even branching into footwear.
But Matt’s not just gunning for your typical fashion milestones. He wants YXRK to evolve as the people wearing it evolve. It’s not just about the clothes, it’s about the message behind them: empowerment, identity, acceptance.
The AW24 Collection Launch: A Roaring Success
On October 5th, Matt hosted his first-ever YXRK event in Leeds to showcase his new AW24 collection. Think indie fashion show meets underground rave. Friends, family, and customers from across the UK flocked to the event to support YXRK's latest drop. The night wasn’t just a launch, it was a celebration of how far YXRK had come and a sneak peek at where it’s headed next.
What’s Next for YXRK?
Matt's vision for YXRK is only getting bigger. Limited-edition collections are on the horizon, along with exclusive events and a move into new product lines. And he’s got his eye on the big leagues Selfridges, Harvey Nichols, Flannels the type of stores where he hopes YXRK will one day make its home. But no matter how high YXRK soars, it’s clear that Matt’s feet are still firmly planted in the grassroots movement that made his brand a success. "I want YXRK to be a brand that evolves with people,” he says. “It’s more than just clothing it’s about identity, empowerment, and acceptance."
So, if you’re on the lookout for a brand that’s truly about something, not just trying to sell you the next trend, check out YXRK. It’s more than just indie fashion it’s a movement. And trust us, you’ll want to be part of it.
