If you’ve haven’t yet heard of Forever Yonge, you’re not alone. They’re a relatively new clothing company based out of Toronto, a place you don’t necessarily think of when it comes to style and fashion. But lately, with the help of Drake and others, the city is finally starting to make its mark, particularly in streetwear, and Forever Yonge is one of the up-and-coming brands leading the charge.
One thing you need to know right off the bat, though (no, not that bat): Forever Yonge isn’t about the insanely overpriced, hobo-chic faux fashion that Yeezy spawned, nor is it about an esoteric Hypebeast culture for kids that wait outside a Supreme store for hours on end. Forever Yonge is about affordably going back to basics and appreciating the essentials. It’s for people who lead a varied and active lifestyle and need to look good doing it.
And to get a better understanding of this, we sat down with the man behind the brand, designer Josh Chacko, to discuss some of his newest collections as well as his past in the sports industry and how it’s helped shape his style for menswear and Forever Yonge.
You used to work in the sports industry. What did you do and how did you go from sports to fashion?
Yeah, I used to work for Maple Leaf Sports & Entertainment with the Raptors and Maple Leafs, worked with the Canadian National Basketball Team, ran basketball operations for Ryerson University, and also worked at a sports marketing agency. Working in sports fashion and fan merchandise gave me a feel for what people look for in style and apparel when it comes to representing their city. A city is represented by their sports teams, and at the time, our teams weren’t playing that great. After traveling to the U.S. and seeing the pride people have for their teams, I wanted to recreate that energy. So working in sports opened up the opportunities to work with other brands and help move my own brand forward, i.e. getting athletes to try out our stuff—for example, we’ve worked with former Toronto Raptors great Vince Carter, Tyler Ennis and Michael Carter-Williams from the Milwaukee Bucks, and others through a continued growing roster of professional athletes.
Who’s the ideal customer that Forever Yonge was created for?
It was definitely inspired by athletes. As I just mentioned, I used to work with a lot of them, and came to realize that they really needed pieces that were for a lifestyle geared around a multipurpose wardrobe. Guys that weren’t necessarily “fashion” guys, but want to look on point while doing their day-to-day stuff. Our brand motto is “party, play, commute,” encompassing the life of professional athletes who can look good on their way to a game, a party, or a plane—all while staying comfortable and trendy. The aesthetic was sort of inspired by Drake and Vince Carter bringing international hype to Toronto.
So to that end, why not play off that and mark your product up 300% like so many other brands in the space do?
We’re more about inclusivity than exclusivity—we’re even thinking about starting to sell shirts in three packs instead of one. Selling basics like Hanes does, but offering a more fashion-forward aesthetic. Growing up, I couldn’t afford super expensive brands, so with my own company, I think about appealing to the masses and offering an accessible fashion and lifestyle that less wealthy customers can also appreciate.
What are Forever Yonge’s style inspirations and what era of style most inspires them?
Our style is all about classic meeting contemporary. We stay contemporary when it comes to the cut, fit, and silhouette of our pieces (long and slim). Our main focuses are t-shirt styles and hoodies, which to this day remain constant essentials in everyone’s closet. Our pieces are inspired by the late 90’s and early 2000’s, which were both inspired by layering and bold designs. We’re also inspired by athletic styles when it comes to comfort and durability, which has obviously also influenced hip-hop culture as well.
What dictates and informs your personal style?
It evolves on a daily basis. Usually I’m a comfort over style guy, which I think immensely helps me as a designer. I prefer a pair of Nike tech fleece joggers over denim or khakis—I stick pretty close to my athletic wear that’s versatile and can be taken from sporty to casual/everyday. Everyday wear is my bible. But obviously where you’re going and context of occasion should also influence your wardrobe, and Forever Yonge is all about merging that everyday factor with style so you don’t have to sacrifice comfort for fashion.
What’s something in fashion you can’t stand?
Shitty graphic tees. I’m really not a big fan of logos, usually. It’s all about minimalism now—tweaking small and subtle details in the basics. I have a substance over form mentality. People rip off graphic designs all the time without having any story or culture behind it. I like to stick to classics rather than being risky in too many ever-evolving fads, and focus on quality and sharp design.
Where do you go to for style and design inspiration for the brand?
Ronnie Fieg of Kith NYC is one of my mentors and is definitely someone who inspires me as far as style and design. I’m also a big fan of Stussy. For inspiration, I like to just walk around Toronto—Queen West, Trinity Bellwoods, The Annex, Downtown Core, King West, Parkdale— and also go visit the malls and see what the younger generation is messing with as far as fashion.
What’s your favorite part about your job?
The end product. When you get the final product in your hand, it’s like your baby has finally come to fruition. It went from a drawing on a sheet of paper to a final, tangible product in your hands after so much work and back-and-forth with the supplier.
And finally, why the name “Forever Yonge”? And what’s with the spelling?
(Laughs) The name actually comes from Yonge Street. It a major road in Toronto and is officially the longest continuing street in the world. We’re born and bred in Toronto and our roots come from the idea of branding the city, so it was a bit of a play on words— a “Forever Young” and “Forever Toronto” sort of thing. It’s just about being young, in the city, and never forgetting where you come from.
You can purchase Forever Yonge goods online at foreveryonge.com and in Toronto at Community 54.
By Naima Karp
Photography by Josh Din & Brendan Jessamin
