Y.SO.CEREALZ
Y.SO.CEREALZ
Y.SO.CEREALZ (Why So Cerealz?) is a Seoul street label operated by TG&Co. under Kitae Son, with a showroom on Jahamun-ro in Jongno. Taking off from the biblical parable of the buried talent, its message is that mistakes are not failure but a step toward success — so hey, why so serious? The brand showed at Seoul Fashion Week for the 2024 S/S and F/W seasons and releases collaborations with artists such as Mothfly, Chanan and Inkyoung.
It's okay to make mistakes — Seoul streetwear with a message
The story
Y.SO.CEREALZ (Why So Cerealz?) is a Seoul street label operated by TG&Co. under Kitae Son, with a showroom on Jahamun-ro in Jongno.
Taking off from the biblical parable of the buried talent, its message is that mistakes are not failure but a step toward success — so hey, why so serious? The brand showed at Seoul Fashion Week for the 2024 S/S and F/W seasons and releases collaborations with artists such as Mothfly, Chanan and Inkyoung.
Signature pieces
All pieces
40 pieces
Y.SO.CEREALZ
Reconstitution of space Shirt
Y.SO.CEREALZ
I have carrot allergy T-shirt (mothfly)
Y.SO.CEREALZ
Short Baggie Trousers – black
Y.SO.CEREALZ
Short Baggie Trousers – dark grey
Y.SO.CEREALZ
Light Thru the Slit Shirt (blue)
Y.SO.CEREALZ
Light Thru the Slit T-shirt (almost blue)
Y.SO.CEREALZ
The amusement between Death and Salvation zip-up Hoodie
Y.SO.CEREALZ
Reconstitution of space Blazer
Y.SO.CEREALZ
Moon Face Sweatshirt (inkyoung)
Y.SO.CEREALZ
Let’s Get Along Hoodie
Y.SO.CEREALZ
Moon Phase Zip-up Hoodie (Chanan & inkyoung)
Y.SO.CEREALZ
eco-Wide Baggie Trousers (black)
Y.SO.CEREALZ
3/4 Raglan Rainbow Coat
Y.SO.CEREALZ
Pina Bausch T-shirt
Y.SO.CEREALZ
Is This Coduroy? Loungepants (khaki)
Y.SO.CEREALZ
Shepherd’s Rainbow Coat
Y.SO.CEREALZ
Fountain of Youth track jersey (Chanan & inkyoung)
Y.SO.CEREALZ
Tailored Pea-Coat
Y.SO.CEREALZ
eco-Wide Baggie Trousers (olive)
Y.SO.CEREALZ
Short Suede Padding (olive)
Y.SO.CEREALZ
Whose House Is This? Sweatshirt
Y.SO.CEREALZ
Simple Padding (navy)
Y.SO.CEREALZ
Padding Coat
Y.SO.CEREALZ
We Are All Donkeys Hoodie
Y.SO.CEREALZ
Lonely Stone Hoodie (mothfly)
Y.SO.CEREALZ
Do I Really Miss Him? Shirt
Y.SO.CEREALZ
Wing-Tip Collar Shirt (brown)
Y.SO.CEREALZ
Two Is Better Than One T-shirt
Y.SO.CEREALZ
Captain Madoobuck Sweatshirt (mothfly)
Y.SO.CEREALZ
Half-Pocket Hoodie (snow blue)
Y.SO.CEREALZ
Skater’s New Wide Pants (leather)
Y.SO.CEREALZ
No Smoking Shirt (mothfly)
Y.SO.CEREALZ
Half-Pocket Hoodie (snow black)
Y.SO.CEREALZ
Running9 Padding
Y.SO.CEREALZ
Data World Shirt (inkyoung)
Y.SO.CEREALZ
Although We Are Different… T-shirt
Y.SO.CEREALZ
Is This Coduroy? Loungepants (navy)
Y.SO.CEREALZ
Overview Effect T-shirt (mothfly & inkyoung)
Y.SO.CEREALZ
Lonely Clown’s Jacket
Y.SO.CEREALZ
Not Just an Apple Workwear
Y.SO.CEREALZ
Y.SO.CEREALZ
Y.SO.CEREALZ (Why So Cerealz?) is a Seoul street label operated by TG&Co. under Kitae Son, with a showroom on Jahamun-ro in Jongno. Taking off from the biblical parable of the buried talent, its message is that mistakes are not failure but a step toward success — so hey, why so serious? The brand showed at Seoul Fashion Week for the 2024 S/S and F/W seasons and releases collaborations with artists such as Mothfly, Chanan and Inkyoung.
It's okay to make mistakes — Seoul streetwear with a message
The story
Y.SO.CEREALZ (Why So Cerealz?) is a Seoul street label operated by TG&Co. under Kitae Son, with a showroom on Jahamun-ro in Jongno.
Taking off from the biblical parable of the buried talent, its message is that mistakes are not failure but a step toward success — so hey, why so serious? The brand showed at Seoul Fashion Week for the 2024 S/S and F/W seasons and releases collaborations with artists such as Mothfly, Chanan and Inkyoung.
Signature pieces
All pieces
40 pieces
Y.SO.CEREALZ
Reconstitution of space Shirt
Y.SO.CEREALZ
I have carrot allergy T-shirt (mothfly)
Y.SO.CEREALZ
Short Baggie Trousers – black
Y.SO.CEREALZ
Short Baggie Trousers – dark grey
Y.SO.CEREALZ
Light Thru the Slit Shirt (blue)
Y.SO.CEREALZ
Light Thru the Slit T-shirt (almost blue)
Y.SO.CEREALZ
The amusement between Death and Salvation zip-up Hoodie
Y.SO.CEREALZ
Reconstitution of space Blazer
Y.SO.CEREALZ
Moon Face Sweatshirt (inkyoung)
Y.SO.CEREALZ
Let’s Get Along Hoodie
Y.SO.CEREALZ
Moon Phase Zip-up Hoodie (Chanan & inkyoung)
Y.SO.CEREALZ
eco-Wide Baggie Trousers (black)
Y.SO.CEREALZ
3/4 Raglan Rainbow Coat
Y.SO.CEREALZ
Pina Bausch T-shirt
Y.SO.CEREALZ
Is This Coduroy? Loungepants (khaki)
Y.SO.CEREALZ
Shepherd’s Rainbow Coat
Y.SO.CEREALZ
Fountain of Youth track jersey (Chanan & inkyoung)
Y.SO.CEREALZ
Tailored Pea-Coat
Y.SO.CEREALZ
eco-Wide Baggie Trousers (olive)
Y.SO.CEREALZ
Short Suede Padding (olive)
Y.SO.CEREALZ
Whose House Is This? Sweatshirt
Y.SO.CEREALZ
Simple Padding (navy)
Y.SO.CEREALZ
Padding Coat
Y.SO.CEREALZ
We Are All Donkeys Hoodie
Y.SO.CEREALZ
Lonely Stone Hoodie (mothfly)
Y.SO.CEREALZ
Do I Really Miss Him? Shirt
Y.SO.CEREALZ
Wing-Tip Collar Shirt (brown)
Y.SO.CEREALZ
Two Is Better Than One T-shirt
Y.SO.CEREALZ
Captain Madoobuck Sweatshirt (mothfly)
Y.SO.CEREALZ
Half-Pocket Hoodie (snow blue)
Y.SO.CEREALZ
Skater’s New Wide Pants (leather)
Y.SO.CEREALZ
No Smoking Shirt (mothfly)
Y.SO.CEREALZ
Half-Pocket Hoodie (snow black)
Y.SO.CEREALZ
Running9 Padding
Y.SO.CEREALZ
Data World Shirt (inkyoung)
Y.SO.CEREALZ
Although We Are Different… T-shirt
Y.SO.CEREALZ
Is This Coduroy? Loungepants (navy)
Y.SO.CEREALZ
Overview Effect T-shirt (mothfly & inkyoung)
Y.SO.CEREALZ
Lonely Clown’s Jacket
Y.SO.CEREALZ
Not Just an Apple Workwear