GEYM gets its name from the mantra of America’s 19th century explorers: “Go East Young Man”. At that time, conquering the East was a source of ingenuity and fulfillment. By creating the Transcontinental Railroad, companies redoubled their efforts to link the West to the East. Two centuries later, connecting to each other is more relevant than ever. The Paris-based streetwear label GEYM was founded in 2016 by Thomas Erber, Charles Gaston-Dreyfuss and Claude Sérieux.
Before launching the brand, Gaston-Dreyfuss used to produce a line of T-shirts working with Paris-based street artists. Sérieux previously worked as product director at Paul Smith then Yves Saint Laurent, under Hedi Slimane. He went on to launch his own record label while continuing to consult for brands like Kolor and Y-3.
GEYM’s SS18 collection is inspired by the ocean, and how the ocean has been interpreted through centuries of Eastern and Western art. The movement of waves, the strength of the wind, and the different shades of blue on the horizon have all provided inspiration for this collection.
Hero pieces from the collection include kimonos, sailor trousers, and innovative interpretations of layering. New functionalities are key to the GEYM aesthetic, while never losing sight of GEYM’s core urban street aesthetic. GEYM is an encouragement to exchange and innovate to be in tune with its time, looking towards the future. With the objective to accompany and support the movements of the Man of the 3rd millennium by providing them comfort and protection. This genius and symbolic way of thinking inspired a collaboration between these guys are two other guys called Damon Albam and Jamie Hewlett and the latter’s creative, iconic outlet ‘Gorillaz’. Inspired by Hewlett’s iconic imagery for Gorillaz, a teaser capsule will launch on July 1 at selected stockists worldwide, with a full line inspired by the characters set to launch at the end of the year.