Yeah, I Work Out (Y,IWO) has emerged as a brand that transcends the boundaries between sport, movement, and fashion. Drawing inspiration from the Golden Era of bodybuilding, Y,IWO blends the raw aesthetics of the past with contemporary streetwear, celebrating the human body’s strength, movement, and athleticism.
The brand’s ethos is rooted in a deep reverence for the discipline, culture, and style of the Golden Era of bodybuilding—when fitness wasn’t just about aesthetics and functionality but rather a way of life that emphasised self-expression, physical prowess, competitiveness, and joy.
In today’s fast-paced world, Y,IWO continues to honour these timeless principles while adapting them for modern audiences—whether through its sleek, functional designs that prioritise mobility and performance or its commitment to bridging the gap between bodybuilding culture and streetwear. Y,IWO seeks to inspire not only fitness enthusiasts but anyone seeking empowerment through movement. By capturing the spirit of the Golden Era of bodybuilding, the brand celebrates the body’s natural rhythm while still emphasising how fitness can be both an enjoyable personal journey and a source of creative expression.
| Zachari Gotmy | Yeah, I Work Out is deeply rooted in the Golden Era of bodybuilding. What is it about that period’s aesthetic and ethos that resonates so strongly with you and the brand’s identity? |
| Yeah, I Work Out | Just the idea of living in Southern California during a time when the oceans and beaches were clean, and rent was cheap. You could live next to the beach or super close to it. You could spend your free time lifting, eating, spending time with friends and babes, and pursuing getting huge—looking great, feeling great, and having fun while doing it. America was at its peak. The cars were big, and so were the muscles. |
| ZG | Do you see Y,IWO as exclusively catering to bodybuilders, or do you believe it plays a role in broader fitness and exercise culture? |
| YIWO | Y,IWO is definitely rooted in bodybuilding culture. We keep that message pure by creating inspiring designs that reappropriate a vintage bodybuilding design language, working with some of the legendary artists who defined the bodybuilding aesthetic, and making simple no-frills gear that you can lift in. As a result, people from other walks of life love it. Graphic designers like the graphics. Fashion kids like the irony. Personal trainers rock it at work. Bodybuilders and powerlifters love the old-school authenticity. Young kids like the vibe and the feeling that it evokes of a time they were not around. And likewise, their dads’ like the reference to a time when they were in their youth. |
| ZG | How do you balance nostalgia and originality when creating something new for modern audiences? |
| YIWO | The Golden Era of bodybuilding and the images and gear from Muscle Beach back in the day are as classic as James Dean wearing Levi’s and a white T-shirt. If it’s classic, it doesn't necessarily need to be nostalgic, it can resonate beyond a moment in time. |
| ZG | Y,IWO bridges the gap between bodybuilding culture and streetwear. How do you think fashion can celebrate the human body and its movement while still making a broader cultural statement? |
| YIWO | When people are taking care of themselves they feel great, and in turn look great. It’s a vibe—and that feeling is universal. Everybody wants to perform their best, feel their best, and reap the results of that. That is why our motto is: Lift hard. Feel great. Have fun. Get laid. |
| ZG | Are there any iconic gyms or fitness locations that have inspired you or the brand’s vision? How do these spaces connect with Y,IWO’s ethos of movement and body celebration? |
| YIWO | Thorbeckes Gym in Tempe, Arizona is the oldest powerlifting gym in the world. So many legends have moved through that space, and Brick ‘Bench’ Darrow, the owner, is the most humble, solid human being with an expansive knowledge that he imparts on young lifters. The gym is like a temple to powerlifting, its aesthetic is of another time. Gold’s Gym in Venice Beach, California, of course, is the Mecca. Its design and history is unparalleled. Then there’s Quads Gym in Chicago and Muscleworks in London. There are so many legendary spots. |
| ZG | From Dover Street Market to collaborations with fitness legends, Y,IWO has made waves in both fashion and sport. What’s been your proudest moment since launching the brand? |
| YIWO | I think we’ve carved out a new path in the world of fitness and lifting culture, despite there being so many players in the field. And while we are still small, we are definitely doing something different. We have all the big players watching us, copying our designs, and studying our campaigns. While that can be annoying, it makes us realise that we’re doing something that is unique. |
| ZG | How do you envision Y,IWO fostering inclusivity to build a stronger sense of community within both the fitness and bodybuilding worlds? |
| YIWO | I think a lot of different people resonate with the brand, and then there are also a lot of people who haven’t discovered us yet so we are still sort of a cult brand. Whether it’s our graphics or our cuts, we’re a recognisable brand so we bring together people who have similar aesthetic interests. We have different groups that seem to like us a lot. The range is wide but they all like the vibe, from personal trainers to bodybuilders and powerlifters. But we also have a strong hard-core punk community fan base, a lot of gay fans, and lots of art directors, photographers and people in general who are into a non-mainstream gym aesthetics. |
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