Millenials across Seoul and Tokyo share an unspoken affinity for this street wear label. Based in South Korea, OY dominates the local street style scene with their irreverant mix of sports-meets-90s-meets-kpop vibes. Unisex and oversized, tribes of OY fans throng the trendiest spots in Seoul, and almost with certainty, can be spotted on idols and celebrities outside DDP plaza during Seoul Fashion Week. The logo, which has now become iconic, shows the letter ‘Y’ as a pair of hands embracing the letter ‘O’, a metaphor for the idea of embracing visual cues of the day and cultures of the world. Logophiles, take note.