Yfm opens the Y Shoppe

On sale at the Y Shoppe are assorted Yfm merchandise, such as T-shirts, hats and sweaters, as well as selected clothing from the Lokul Kreationz stable, which includes men and women's street wear from the likes of Loxion Kulca and Funeka. There is also a section dubbed the 'Open Box' where up and coming designers can display their creations. Yfm is expected to soon bring out their own new clothing label - UnitY, pronounced 'Unit-Y'. Of course, customers will also be able to buy YMag and selected Yfm associated CDs.

Says Yfm CEO, Dirk Hartford: "We are very excited about the Y Shoppe's prospects. This is our first venture into retail and while we are cautious in our steps, we are pleased that we have the expertise of Lokul Kreationz (who are managing the shop on Yfm's behalf) to help us through. This is just another way in which we are trying to add value to our listeners."

Wandi Nzimande, co-director of Lokul Kreationz said: "It's an honour to be part of this enterprising venture. Yfm is more than just a radio station; it is a way of life. By venturing into fashion, the station is extending into another facet of youth culture, an extension of this dynamic lifestyle element. This is the beginning of a long partnership and is also the start of a fashion explosion, that will change the industry as a whole."