"Yorner ... majored in finance, finishing his degree at UW-Eau Claire, but found he had “a creative itch that needed to be scratched.” He started designing hoodies, T-shirts and swimwear during the pandemic under the brand YALO." -- Milwaukee Mag

It started with t-shirts, then moved to streetwear, and finally swimwear before taking a hiatus to focus on the development of Yosh Yorner.

"No one knows what it means, but it's provocative."