I first learned about the launch of the brand when I visited in June 2010 for the ADD Experience. It was there that I was introduced to the two main people behind the effort, Daniel Toti and Stéphane De Maintenant, and got a glimpse of the efforts and plans underway.
World Wild Souls, also known as 2WS is something that has been in “in the pipes” for a quite a while now. Actually, if one looks closely, the logo and name can be seen on some of the clothing and media items used by the Yamakasi in some of the earliest videos (this is from quite a few years ago, notice the cut of the shirts and the logo on the back)
It wasn’t until a few years ago when Daniel, a veteran of the Parisian fashion industry, and Stéphane, with an extensive business background, came in contact with the Yamakasi and plans for the clothing went beyond a small, custom-made line of clothing to something larger. The official launch of the brand occurred in October of 2010 and since then it has been making steady progress in becoming recognized in France and throughout the parkour community. After nearly a year of hearing about the brand and everything going on in Paris I decided to pay a visit to check things out during my trip to Paris.
The 2WS store is located on a small street in Paris near the fashion district of Les Halles on Rue Jean-Jacques. While the street that is located on is not exactly a main thoroughfare, there is a constant stream of people coming into the store, usually from within the extended “family” of the Yamakasi or the staff at 2WS.
The shop itself is an awesome combination of French fashion with the Yamak feel and is decorated in a combination of scaffolding and wood that fits nicely with the clothing and with the Yamak themselves. While the decorations are simple, they also fit well with the clothing and with the moving decoration of the traceurs that can be found wandering in and out of the store at most times.
|The store front, the street is a bit quiet but there seems to be a constant stream of friends and visitors passing through.|
|The interior of the store.|
|The decor has been kept simple, but anyone that has trained with the Yamak or seen them perform can understand the choice of the scaffolding.|
|Some local traceurs and Laurent who happened to be at the store for an event.|
|The chésu, the symbol of the brand.|
|The guys performing at the Fall 2011 fashion show by Jean-Paul Gaultier (in the middle). Photo courtesy of 2WS.|
For more information on the brand and the clothing, check out the newly refurbished site below.
Some more photos of the clothing from 2WS below...
|Chau, one of the founders of ADD/parkour.|
|Laurent, in his "resting" pose in a reversible long-sleeve shirt.|
|Guylain, fellow founder, wearing the Early Running hoodie.|
|Yann, founder, wearing the reversible t-shirt.|
|One of the most popular items, the "Takare".|