YUMS, the sneaker brand that was relaunched this year after surviving a lawsuit against Nike, has unveiled a delicious new shoe that pays homage to elote, or Mexican street corn. Completed with a snack graphic, the sneakers feature a red, white and yellow pattern reminiscent of elote and its toppings of sour cream, mayonnaise, chili powder and cotija cheese.
Acronym for “You Understanding My Style”, YUMS was originally founded in 2007 by street artist Tex Moton. As designer and creative director of YUMS, Moton brought details like translucent soles and graffiti to sneakers, taking inspiration from his favorite foods and snacks, including elote.
“I grew up in Pleasant Grove, Dallas, and the influence of Mexican culture was strong in our neighborhood,” Moton said. Contribution. “I developed a love for elotes through the corner street carts, gas stations and meat markets. His favorite place for the street snack, he mentioned, is at the “awesome woman with her cart in front of Fuel City, Dallas.”
A cheesy design – But for those who don’t live near Texas, Moton has created a sneaker capable of bringing Mexican food anywhere. The new “Elote” sneaker from YUMS features red suede tips, a white leather upper and a bright yellow patent leather heel tab. A red rubber sole and signature see-through sole inlay help bring the theme home – underneath the shoe you’ll find a graphic of the snack itself.
For full customization, the sneakers can be accessorized with an additional pair of contrasting color laces, as well as a matching red, yellow and white baseball cap with the YUMS smiley graphic. Only a portion of elote is missing.
Intended to be savored – “On a personal and cultural level, there is a form of escape in our favorite treats or snacks that allow us to disconnect from it all and just enjoy something,” Moton said of his tasty shoes. “People are looking at sneakers… sideways, then top, to heel, to bottom. With YUMS, once they have reached the [graphic] down below, the flavor as a whole really comes together for them… that’s when you see the emotional connection made; their eyes light up with a smile or a laugh.
With its snack-themed shoes, Moton hopes to bring some joy to the sneaker world. “This is YUMS… this is what we bring to the table,” he said of the sentiment. Especially after surviving a lawsuit against Nike – a monumental victory for a brand as small as YUMS – the colorful sneaker brand will continue to celebrate life through its designs. If you want a bite to eat, YUMS’s “Elote” shoes drop at 5 p.m. ET today on the brand’s website.