“Thanks to the internet, our website and social networks, customers entering our store know exactly what they want,” comments Giuseppe Longo, owner of Yankee Shop, cool streetwear store in Palermo, located next to a distinct tattoo studio one can also visit by entering the store. “Our task is to help them finding what fits them best,” he explains while referring to his young urban and streetsports addicted clientele.

What are the current bestsellers and why?
Among our bestsellers there are Iuter, RetroSuperFuture and Nike SkateBoarding, because each of them - respectively in their category of apparel, eyewear and sneakers - offer true novelties in their markets. Among our bestselling categories there are sneakers and tops carrying allover printed patterns.

Do people buy according to their favorite brand, style, or impulse?
Our clients follow us on our social profiles. We already establish a connection through our website with them which goes beyond suggesting a single product. Through Instagram, Facebook and Tumblr we try to show them new moods and lifestyles tied to urban culture. Customers entering our store have very clear ideas about their identity. Our task is to help them find and suggest what fits on them best.

Inside Yankee Shop
Inside Yankee Shop

Where do you order from? How do you inform yourself about trends? How important is the communication with regular customers? How do you communicate with them?
I usually visit blogs such as Highsnobiety, Freshngood, SneakersNews, Unotre and similar ones. In addition I often travel for my work and try to visit many trade shows such as, for instance, Bread & Butter, Pitti Uomo, Bright and White.
Communication with our clients is fundamental and we mostly focus on our presence in social networks such as Instagram, Facebook, Tumblr and through our official e-commerce page yankeeshop.it.

How do you choose products to offer to your usual clients?
I mostly trust my instinct. I try to offer always innovative brands that can be exclusive for our area.

How do the collections you offer for next spring/summer look like?
I will offer two main product groups – a selection of allover printed items that we started selling from s/s 2 2014 and that people continue to appreciate, and a second group that we will add from 2015 which will include similar products though more basic in their aspect, added with new material inserts.

Sneaker wall at Yankee Shop
Sneaker wall at Yankee Shop
What are the most important trends in general?
I think that we are now experiencing a sort of contamination from the hip hop world, though also from adrenaline sports such as skate, surf, BMX, kitesurf and similar ones that we notice especially for interesting patterns and graphics, fits and the true trends reflecting these worlds that also influence the sneaker category.

Did you add any new labels to your assortment?
I have recently added accessories by Nove25, jewelry by Pietro Ferrante, Nixon watches, Komono sunglasses and watches and socks by Stance and Huf.

How does your store differ from other stores?
Our store differs by others because we also host – in a separate though communicating space The Good Fellas tattoo studio. This special match represents - probably for the first time in Italy - a small district where tattoo and streetwear melt together.

Atmosphere at Yankee Shop
Atmosphere at Yankee Shop

What do you like about your customers?
Our clients find time for spending time in our store, but also share ideas and comment upon all the worlds we represent here. It often happens that skating people have fun with rails and benches we leave for them to practice on just in front of our store, or others exchange opinions about their BMX and bicycles.

How important is the interior, the atmosphere and the whole package?
Our store’s interiors were designed, projected and built both for hosting people during events we organize such as, for instance, aperitifs or music albums launches. Through all of these years not only have I created a 200 sq. meters street fashion store but also a place where skaters, DJs, surfers, tattoo artists and street art fans can meet.

Yankee Shop
Via Rosolino Pilo 24/26
90139 Palermo