This Thursday, Anti Social Social Club (ASSC) and Yahoo! are dropping an unexpected yet exciting collaboration on AntiSocialSocialClub.co.uk. The collection channels the chaos of modern work culture with the playful nod to email overload, featuring the brands synonymous “Anti Email Email Club” slogan on the back and Yahoo!’s vibrant exclamation point logo on the front. Available in a crisp white tee and a classic black hoodie, this drop merges ASSC’s irreverent streetwear aesthetic with Yahoo!’s retro legacy. Below, we dive into the collection details and explore the rich histories of both brands.
The Collection
The ASSC x Yahoo! collaboration is a statement on the overwhelming nature of digital communication. The “Anti Email Email Club” slogan captures the love-hate relationship many have with their inboxes, while Yahoo!’s iconic exclamation point design adds an all too familiar hint of nostalgia. The collection includes:
- White Tee:
- Black Hoodie:
This drop blends ASSC’s signature melancholic rebellious vibe with Yahoo!’s identity.
History of Anti Social Social Club
Founded in 2015 by Andrew Buenaflor, better known as Neek Lurk, Anti Social Social Club emerged from Los Angeles as a raw, emotional outlet for Lurk’s struggles with depression and mental health. What began as a personal project on Twitter quickly became a streetwear phenomenon. Lurk, a former social media and brand marketing director for Stüssy, leveraged his industry experience and social media savvy to propel ASSC to global fame. The brand’s first product—a simple hat with the ASSC logo—sold out rapidly, setting the tone for its limited-drop model.
ASSC’s meteoric rise was fueled by celebrity endorsements, with Kanye West, Kim Kardashian, and BTS spotted wearing its gear shortly after its launch. The brand’s signature wavy, all-caps logo and melancholic slogans like “Get Weird” and “Self Doubts” resonated with millennials, tapping into themes of isolation and self-acceptance. By 2016, ASSC’s website saw millions of visitors in a single week, driven by the “Kanye Effect.”
History of Yahoo!
Founded in 1994 by Jerry Yang and David Filo, two Stanford University graduate students, Yahoo! began as a simple directory of websites called “Jerry and David’s Guide to the World Wide Web.” The platform quickly evolved into a leading internet portal, offering services like email, news, search, and chat rooms. By the late 1990s, Yahoo! was a cornerstone of the early internet, with its iconic purple logo and exclamation point becoming synonymous with digital culture. At its peak in 2000, Yahoo!’s market value reached $125 billion, making it one of the most influential tech companies of its era.
Yahoo! pioneered web-based email with Yahoo! Mail, launched in 1997, which became one of the most widely used email services globally. The company also expanded into areas like Yahoo! Answers, Yahoo! Finance, and Flickr, shaping how people interacted online. However, Yahoo! faced challenges in the 2000s as competitors like Google and Facebook dominated search and social media. Yahoo! remains a nostalgic symbol of the internet’s early days, with its branding still evoking a sense of digital history.
Why?
The ASSC x Yahoo! collaboration is a blend of streetwear’s edgy aesthetic and tech’s cultural legacy. ASSC’s focus on mental health and modern anxieties pairs perfectly with Yahoo!’s association with email, a universal symbol of overload. Capturing the frustration of endless notifications, while Yahoo!’s logo is instantly recognisable. A defining force in the early internet.
Where to Cop
The collection launches this Thursday exclusively on AntiSocialSocialClub.co.uk. To stay in the loop, sign up for the mailing list for first access to this drop and future releases.
