Emerging Brand 99BYJMS Takes Rugby to the Streets of London for New Collection

The UK streetwear market is currently more saturated than ever, especially in London. However, every so often, British streetwear brands offer something different, steering away from the graphic-heavy and blacked-out color schemes the nation has become synonymous with — which is exactly what emerging London-based label, 99BYJMS, has done with its all-new rugby shirt collection.

Launched in 2021, JMS came into the British streetwear world with a new approach to design, providing innovative patterns across knitwear, accessories, and tracksuits, partnering its looks with impressive campaign visuals that have set the brand aside from the rest.


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With this being said, 99BYJMS’ new collection welcomes a new line of rugby shirts — fronted by rising UK rapper, AntsLive — and takes them to the streets of London with vibrant effects. Two new designs take the lead this time around, with colorways coming in abstract yellow and blue color schemes.

Crafted from 100% cotton, the new shirts weigh in at a hefty 320GSM, while the cut-and-sew design — available in unisex sizing — is hit with embroidered OG branding on the chest area. Meanwhile, white is then used to cover the collars and buttons, whilst tailored detailing is used around the long sleeves to round off the designs.

Additionally, 99BYJMS introduces a slew of accessories — such as shell caps and tote bags — as well as new 99 Shorts in blue and “Borussia” colorways.

You can check out the new drop from 99BYJMS above and it’s available to shop via the brand’s official website now.

In other news, check out what went down at Hypebeast Flea in London.

Click here to view full gallery at Hypebeast

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