We’ve been working with 4649 Worldwide ever since their very first collection and it’s been great to see the streetwear brand grow into the success it is today. It’s been spotted in numerous music videos, released a catalogue of podcasts and been featured as a pop-up store in Topshop’s flagship Oxford Circus branch. We caught up with creative director Yumi for a well overdue chat.

Your brand has a very distinct name, can you tell us about its origins?

Said aloud in Japanese, the number 4649 is pronounced Yo-ro-shi-ku. As well as 4649, that means “Good to meet you.” It’s a is a polite greeting, a way of spreading love. As the brand name suggests, we are here to spread love and peace worldwide with our comfy street wear.

And if you had to describe your aesthetic in 5 words what would they be?

Playful, bold, confident, hip hop and Japanese.

We love 4649 Worldwide because it’s so well designed, do you work with artists or is everything done in house?

All the designs are created in house by myself – the creative director/designer. I also oversees other collaborations with like-minded creatives.

Are there any artists or brands you would love to collaborate with?

We’d love to collaborate with more independent artists/business for products and projects. We’d like to keep pushing the boundaries of the diverse forms of art that populate the ever-changing cultural landscape of London and the world.

Tell us a bit about the inspiration for your SS16 collection.

4649’s SS16 capsule collection #JunglePanda was born to support your summer adventures in the wild as well as the city. It’s a bunch of comfy threads featuring the 4649 signature camo in bright new jungle green colours.

And finally what’s next for 4649 WorldWide?

World domination through cuddles!

You can shop the range now at www.4649worldwide.com